Category Media Management On China’s Media Industry

Bigger and stronger of the media industry is not only related to the development ofChina’s media industry and effective dissemination of Chinese culture, and it’s also thebasis of reconstruction of the new order of international media. We depend on ascientific management to grow the media industry. After summarizing thenature,function and the reform of the media industry,this paper proposes the idea ofthe media category management from the institutional change perspective.The media industry is different from the general industry, the media industry hasmultiple properties and functions.As the eyes and ears of the mouthpiece of the partyand state, the media industry responsible for the important task of national publicityand ideological attributes. With the nature of the highlights of the media industry, theeconomic attributes of performance became increasingly obvious. So the media notonly to carry out publicity, but also play supervision by public opinion, entertainmentand other functions. This article first summarizes the multiple functions and propertiesof the medium to provide a theoretical basis for the media category management. Thenthe author combine the reform of China’s media industry,there are four stages. Now,China’s management of the media industry is in fact the implementation of categorymanagement, but there are still problems, category management is not a completelymanagement system. There are many problems, for example, unclear property rightsand other issues. On this basis, the author proposes that the basic objective of buildinga classification management, according to media organizations, the five aspects ofproperty rights, form, content, and human resources to set management objectives andcontent. The three separate media category management is the basis of the system,onthe one hand, it can completely change the chaos of the media management system, onthe other hand, that the various types of media assume different functions will beconductive to playing the media functions. According to three separate organizations,the author put forward basic objectives of the media reform about propertyrights,form,content,human resources. Explore the theory and practice of categorymanagement.In order to achieve the target of the media industry bigger and stronger, theimplementation of category management system is an inevitable trend, the authorconstructed three-dimensional multi-level category management model. property rightsis the core issue of classification management system, taking into account the current situation of China’s media industry, reform of property rights must be step by step, theauthor proposes three steps to make the media from the state-owned to media companygradually. Finally, the author puts forward the idea of the media capital management,after property rights reform, because of the particularity of the media industry, themanagement would still have many problems, therefore, capital management becomepossible.In short, to develop China’s media industry,we need to reform the mediamanagement system. From the status quo of China’s media industry, the authoranalyzes the problems of the media management, and put forward classifiedmanagement reform goals and means expecting to provide a reference on the practiceof media reform.