Research On Media Organizations' Core Competency From The Perspective Of Human Resource Ranagement

Since the adoption reform and opening policies, China's media industry has entered into a golden age of rapid development. With the end of five-year transition period, the development of China's market economy continues to mature. In the face of such'a large attractive cake', the international media companies coveted Chinese media market for a long time. A good many international media magnates have stretched their hands to China. The domestic competition is increasingly became marked with international trends. Our media organizations should not only deal with competition from domestic counterparts, but also deal with competition from foreign competitors for its own survival and development. Further more, our media organizations still lack strong core competency. Organization theory of core competency suggests that core competency is the sustainable competitive advantage and the main source of profits. In theory, it is necessary for China's media organizations to explore the core competency and promote our media organizations to sustainable development, as well as the media industry.Based on this, this paper attempts to analyze what the core competency is and how to build the core competency. First of all, grounded on the Organization theory of core competency and the theory of human resource management, it reckons that the core competency is not simply a resource, but the capacity of integration. It abstracts the relations between human resource management and core competency, namely, human resource management can enhance the organization's core competency. Then, it analyzes the status quo, the deficiencies and the causes of media organizations in China. It studies the cultivation of core competency drawing on a number of research results at home and abroad, combined with the actual conditions of China's media organizations. From a number of macro-strategic approaches, the author keeps chipping away and puts forward the model of the organization's core competency. Extracting the most crucial and most effective method, if the Chinese media organizations want the survival and development, the best way is to make full use of human resource management, to create the first-rate mechanism of the talented, and to bring people's initiatives to full play to foster the core competitive advantages. It concludes with countermeasures of building our media organizations'core competency according to the perspective of human resource management, at the same time supplemented by detailed cases. Through the study, it expects to have lessons for the cultivation of the core competency.