On The Media Group Resource Integration And Management

The article, mainly on the basis of the definition of inner and outer resources of media, analysis the necessity of media resources integration. It is made clear that the media should be developed and expanded by the way of market management and industrialism approach, that the regulation of media struction calls for the integration of media inner and outer resources and that the policy for media development and the reform of the system and inferior of the various modes . The article summaries the related theories on the reconstruction of resources as well as on the combination of mass media resources and systematically analyses the ways and means of resources combination. The article takes the form of substantial evidence research to put great emphasis on studying the classical case of the resources integration of Hunan Broadcasting, Film and Television Groups. It points out clearly that the reason for Hunan BFT groups to head the list of all provincial broadcasting, film and TV groups is that the group, keeping pace with the times and making timely changes, actively revise the development strategy, and resolutely. Start the first step and the second seep of reform of resources integration, which keeps the good trend of the group's development. On the other hand, the article, in a developing perspective, puts forward the orientation of resources integration of Hunan BFT Groups, and the problems which should be paid attention to solve .The article explain the current and innovation practice of the domestic media resources integration and management, and analysis and point out the experience and orientation of media resources integration and management.The article makes a systematical, all-sided, and profound explanation about the subject of media resources integration for groups. It clearly and badly makes a point of view that the media resources should be integrated by market as to float between different regions, and between different industries, aiming at developing Chinese media, the promising industry into a larger scale and a better level. It is proved by both practice and theory that: if Chinese media want to realize development by great steps, we should integrate the inner and outer resources of the media, and complement the reform and innovation of the system and mechanism.