Study On The Construction Of The Organization Structure Of CCTV In The New Media Ecological Environment

China Central Television is the leader in media industry of china. Whether it can bebigger and stronger in the market competition or not maters a lot. So, CCTV mustconstantly improve its ability to manage and maintain its competitive advantage. Asorganization structure is playing an important role in organization management, so, in thispaper, I will discuss how to improve management ability by the way of organization structure.In this paper, I use communication and management knowledge integratedly and combinetheory with practice in order to display a comprehensive organization structure of CCTV. AlsoI will put forward some strategies to reconstruct the organization structure of CCTV.First, this paper defines some concepts and introduces some relevant theories. Theorganization structure in this research includes two parts. That is governance structure andmanagement structure. Second, I analysis the organization structure of CCTV from this twoparts. This work not only need to show the organization structure models, but also illustratesome related problems, thus, we can presents a full picture of its organization structure. Third,compare the organization structure that the new media ecological environment is asking forCCTV with the current, so that we can find problems on the current organization structure ofCCTV. This study has found that the governance structure of CCTV is similar withgovernment departments＇. It has the characteristics of administration departments and is verydifferent from corporate governance structure. This governance structure shows that CCTVaccepts strict regulation from the party and the government, and, it limits CCTV to manageitself like a corporate. The greatest feature of CCTV’s management structure is its channelsystem. This management structure has many advantages, and, meets the needs of CCTV’scurrent strategy. But there are still some inherent shortages and it cannot meet therequirements of the new media ecological environment. In addition, CCTV also has somedepartments not carrying the channel system. Those departments also needs to bereconstructed. Finally, this paper suggest that the governance structure of CCTV shouldcombine government governance and market governance together. The most important step is to turn CCTV into a institution-enterprise legal person, So it can manage its assets as anenterprise. This paper also suggest that the management structure of CCTV should adjust thereform on governance structure and be divided into two systems propaganda system andmanagement system. The propaganda system owned to institution and the managementsystem owned to enterprise. The propaganda system is self-contained. Its structure is arelatively independent platformization structure. I will deepen the reform of channel systemin enterprise system, to solve the problems on channel system and make the managementstructure of CCTV to have the characteristics of plateformization and networking. Turn thehe management structure of CCTV to platformization and networking. The new managementstructure must be supported by a platform for information interaction. This platform can relizeinformation share with the propaganda system.