A Study On The Incentive Mechanism Of Knowledge Workers Of Media Company

Faced with the furious competition of media industry, especially with the entrance of international media magnates, Chinese media corporations have to motivate their employees to be more creative and innovative and accumulate greater human resources so that they can obtain competitiveness. And it is more essential for nongovernmental media corporations to enroll and keep talents because human resources are the key for them to stably, healthily and persistently develop. Therefore, the kernel is to found and complete the incentive mechanism of nongovernmental media corporations, and then they can attract, keep and motivate talents to work harder and make corporations more competitive.Based on the literature review of incentive theories in economics, business administration and social psychology, and the characteristics of knowledge workers, this paper analyzed the current incentive system of SJ Media Corporation. Even though SJ Media Corporation has developed rapidly these years, there exist some problems in its incentive system. With the theoretic background and case study, this paper brought forth some practical suggestions to improve its incentive mechanism.With theory research and case study, this paper deeply analyzed the current situation of incentive mechanism in Chinese media corporations and pointed out that most of employees in media corporations are knowledge workers who are different from non-knowledge workers, therefore, we need a new and systematic incentive mechanism. Based on the main idea of Psychological Contract Theory and other classic human resource management theories, this paper brought forth a comprehensive incentive model including completing salary management system, performance evaluation system and career plan system, constructing corporation cultures and so on. We hope such a model can do provide some suggestions to Chinese media corporations.