Research On Building The Performance Evaluation Index System Of Chinese Media Group

Designing the performance evaluation index system of a mediaorganization is a complex project which should consider many factors suchas politics, economies, masses and so on. Chinese media industry hasmultiple attributes like political, economic and cultural elements, sosingle media evaluation criteria couldn’t be suitable for the mediaorganizations which are increasingly developed and expanded. Furthermore,not only the public organizational performance evaluation framework butalso the general business performance evaluation system could not bedirectly applied to the performance evaluation system of the Chinese mediagroup in the new period.With the rise of the new media and cutting-edge technology, Chinesemedia groups, which depend on the development of traditional media andwant to obtain some status of the competitive landscape, need to improvethe awareness and research of strategic management. They must considerdevelopment from a strategic height and establish clear strategicobjectives which should not only be challenging but also be feasible. Theyneed attach importance of strategic focus and make coordination ofdifferent departments in order to take control of the organization toachieve the strategic landing. From the point of view of the performanceevaluation, media groups which want to implement their strategicmanagement should explore some scientific methods, which could make theperformance evaluation and the organization’s strategic requirements bematched consistently. So media groups need to build up a bridge as wellas a guideline between goals and actions to show the relationship betweenthe organization’s strategy and actual performance. They must achieve abalance among different expectations of pivotal stakeholders like thegovernment, audience, advertisers, suppliers, employees and so on in order to achieve the purpose of the performance evaluation and thestrategic objectives.This paper proposes to introduce the strategic management to theperformance evaluation of media groups for the sake of building ascientific and effective performance evaluation system. By reviewing thedevelopment process of the run mode of the international media industryand the value chain integration operating mode, combined with theperformance evaluation development status of Chinese media groups, thispaper gives an analysis of existing problems and development directionof the performance evaluation of the groups. As the challenges faced bythe plight of the management and control of Chinese media groups, theyneed to build up a strategy-oriented performance evaluation index systemlike the Balanced Scorecard, which should be designed feasibly andsuitably for their groups.Based on the Balanced Scorecard theory, this paper selects ShanghaiMedia Group as an object of study for empirical research, supplementedby stakeholder theory and competitive advantage theory. By building astandard system designing process, combing the dimensions and targets ofthe strategy-oriented performance evaluation of the group, onecomprehensive performance evaluation index system with local advantageshas been established. Some solutions are put forward to cope with theoutstanding problems of the designing process for the strategy-orientedperformance evaluation index system. Chinese media groups, aiming toimprove the level and quality of the performance management and promotethe enhancement of the competitive strength, should grasp the corecompetitiveness and adhere to the norms of the designing process and theirstrategic objectives.