The Research Of Professional Broadcasting Station(Broadcasting Frequency) Management Problems And Countermeasures

As the main method of media practice, professional broadcastingstation(broadcasting frequency) plays an important role in direction of public opinionand cultural communication. It is necessary to achieve social benefits, but also toachieve economic benefit. It is the most important content of media management thatimproving the competitiveness of professional broadcasting station (broadcastingfrequency) by effective management. Now, more and more professional broadcastingstation(broadcasting frequency) spring up like mushrooms, but they brings some newproblems such as the old organizational structure, problems of programme productionmanagement, backward talent management mechanism, loose advertising management,unpersuasive market survey, uncomprehensive management information. So far,traditional single management concept and management methods have beeninsufficient to meet the development of professional broadcasting station (broadcastingfrequency).In order to achieve both social benefits and economic benefits, professionalbroadcasting station (broadcasting frequency) in daily management requires furtherperfect of the management methods in practice and explores the countermeasures tosolve the problem at the same time.This thesis is based on the literature research, case analysis, field investigation,multidisciplinary research and other research methods including several professionalbroadcasting station (broadcasting frequency) in management of related information.By defining the "specialize broadcasting station","professional broadcasting station(broadcasting frequency)" and using humanistic management, target managementtheory, I analyze the management status and the problems of professional broadcasting station (broadcasting frequency).Also I put forward the specific countermeasures bydemonstrate the practice of Jilin province and other provinces. For example, adjustingthe organization structure, professional characteristics program management,implement "people-oriented" employment mechanism, improving the system ofadvertising management, comprehensive market survey mechanism, improving theinformationization management, strengthening the cooperation with the new media,etc.