The Research Of Incentive Mechanism In Media Units

Incentive mechanism as a part of corporate governance mechanism plays an important role of solving the problem of information asymmetry and principal-agent. Since the Oriental pearl in 1994, China's media units so far have 19 media listed companies, and GuangDian media as a representative of the media public companies started equity incentive mechanism exploration in 2000. However, due to the particularity of media units in China, for the media industry is regulated and restriction very severely, the research of incentive mechanism in media unit is very few. In recent years, as the principal-agent problem of media units have gradually revealed, enterprise performance and management incentive phase separation phenomenon is very common.Under the modern enterprise system, how to enable managers agree with the interests of the shareholders, or how to enable managers towards the interests of the shareholders and work hard on the maximization of enterprise, became a eternal theme, the media industry is no exception. What's the situation of private media units? How about the effect of listed media company practice? These are questions are all this paper will answer and solve. Therefore, this paper firstly analyze incentive theory briefly, mainly from corporate governance visual and management motivation visual; On the basis of theoretical analysis, the status of Chinese media units are analyzed, and the incentive respectively from salary incentive, control-right incentive and reputation stimulation three aspects. In order to combining the theory and practice, this article takes the BoRui dissemination as an example of China's listed media company in the fourth part; this paper puts forward related Suggestions on the incentive mechanism of Chinese media units in the fifth part. In the sixth part, after talking about the specific case of NG television, this article analyzes the basic salary media units and insufficient incentive rationality, finally some analysis and suggestions are made.