The Target Mode And Operation Mechanisms Of Media Groups After Institutional Reformation To Enterprises

As the last forbidden area of cultural institution reformation, Radio and TV are finally hunting for the same way of business operation as any other industry to some extent. The two parts divided by institutional transfer of public undertakings to enterprises, especially the theoretical discussions and practical experiences of the media group are needed. Thus we can find the reasonable mode and sustainable operating mechanisms.Most of the successful international media groups saw the development from professionalization to diversification. According to this, we can divise that the elementary goal of the institution transfer is professionalization, while the advanced goal is diversification, namely, moremedia group. This article is to focus on the core-competitiveness of Radio and TV media group after institutional transfer, and to make an attempt to reveal the choice of mode and institution of media group led by the core-competitiveness.This article gives analysis to all the situations and developments in all fields during the institutional transfer of cultural industries, to the background and obstacles of all kinds. Meanwhile, we can take the successful international media groups as an example, learning the mode and operating mechanism from their development.The transfer from institution to modern media group, is the process of establishment and perfection of modern media. From the macro-aspects, the accumulation of media materia is required. On one hand, the task is expanding from traditional media to modern media; and on the other hand, the traditional task is developed into diversification.This article adopts the methods of data studies, qualititive and quanlititive analysis. What's more, the scientific understanding of the fact is acquired by collection, distinction, and documentary research. On the basis of resource theory, combining with the cultural institution reformation, analysing the resources of Radio and TV media group transfering from institution to enterprise, finding the obstacles to this process in China by comparing the situations home and abroad, defining the core resources of media group and thus make clear the goal mode, this article will thus find out available operating institution. That means the development of media group must be based on centralization, and support the diversification with the current advantages; what's more, its development must begin with related diversification strategy, which is a limited one supported by core specialization and core industry. It should be carried out in a limited way if condition permits.