A Study On The Evaluation Of Core Competitiveness Of Media Enterprises Based On Intellectual Capital

Since1980s，the media industry has gone through the transition and stepped intoa vigorous stage, witnessed the deepening of China’s market economy.“The TwelfthFive-Year Plan" promotes the development of culture industry and makes it to be oneof the pillars in national economy. The media industry, viewed as a micro main bodyin culture industry, is typical cultural and knowledge-based enterprises. InKnowledge-based economy，intellectual capital dominates the main form of capitaland factors of production. It strongly requires media enterprises to strengthen theintellectual capital in order to enhance the core competitiveness. Thus, How tostrengthen the management of media enterprises in order to enhance the corecompetitiveness in market has become a heating discussion. Whether mediaenterprises make full use of the knowledge capital management in the cultivation anddevelopment of core competitiveness is crucial and significant for the overallpromotion and development of the media industry.The paper is based on the empirical research to analyze the evaluation of corecompetitiveness of China’s media industry, from the point of view of knowledgecapitalism. By studying relevant theories and researches, several key indicators werechosen，which can accurately assess the core competitiveness of enterprises in theperspective of intellectual capital, to form a Core Competitiveness evaluation indexsystem. The weight of each indicator was determined with the Analytic HierarchyProcess(AHP).11media companies were analyzed according to the index systemincluding both the whole industry and sub-branches. It can provide considerableinformation and references for the media company to improve core competitiveness.The empirical results show that human resources competence, knowledgeinnovation competence and marketing competence are the three indicators of the mostsignificant impact. Through statistical analysis of11enterprises, the overall corecompetitiveness of China’s media enterprises is in good level, but the human resourcecompetence and knowledge innovation competence should be strengthened. Throughthe analysis of ifve sub-branches, radio and television, network and multi-media showbetter performance while newspaper, marketing communication enterprises are slightly inferior. The paper propose the establishment of “Media+” mode as well asseries of managing advices to improve core competitiveness.