Research On Transformation And Development For Shanghai Media Group Under The Background Of Culture System Reform

Culture media organizations have always been the carrier and executer for socialist cultural construction. But due to its nature of public service unit, low efficiency has been inflicted, which cannot satisfy the needs of rapid development of socialist culture. Under the current situation of deepening the reform of culture system and accelerate the development of cultural industry in China, it is of great significance for Shanghai Media Group Co., Ltd. to conduct research on how to transform institution into enterprise and plan a development strategy as soon as possible in order to keep industry leading role and achieve leap-forward development.Through investigation on Shanghai Media Group itself in addition to its inner and outer environment of politics, economy, society, and industry, this paper, based on the theory of public cultural products as well as SWOT and Five Forces Model, points out that despite its good brand influence and multi-media layout, Shanghai Media Group is confronted with issues of long-term institutional inertia, inefficient management and control, and unreasonably high cost, etc. This paper proposes that in the face of competition from emerging new media and constant increase of users'needs, the restructuring strategy is,modern enterprise management system has to be implemented to coordinate the system and mechanism. Various management systems of economy, finance, capital, and human resources for modern enterprises have to be established to strengthen the efficiency of management and control. Market operation has to be carried out to face the market and to serve users, promoting users' adhesion. And it must be done to reinforce the industrialization development, control cost, carry out capital operation, enhance profit capacity, and realize the development of the entire media industry in order to place a foundation for the group companies overall listing in the future.