The Coordinate-collaborate Module Construction Research For Cross-culture Management Of China Media

With the development of globalization, media conglomerate have begun to run business overseas. China media conglomerate had enjoy a great growth after open media market, as the fierce competition inside, development and international communication requirement, China media conglomerate has pay more attention on overseas market.This paper first reviews background and reality of cross-cultural management, sum up existing theories and modules, using empirical survey to design questionnaire, choose China and Germany students as respondents to identify cognitive differences of media characteristics. The result shows great differences in cognitive. By analyzing outer and inner environment difference and influence power of cross-culture management, the researcher suggested construct a new Coordinate-Collaborate module inside media groups, make it common recognition, to coordinate relations inside and outside, use balancing mechanism to carry out organizational restructuring, personnel management and training, etc, Build collaborative culture management model and carry out balancing mechanism in media practice, will help to achieve and avoid weaknesses, coordinate different views, avoid conflict and give full play to the advantages of multi-cultural background to enhance the credibility and influence power of China's external communication and create a favorable external image of China.