Research On Enterprise Culture Of A Media Group

With the development of economic globalization and knowledge economy, the culturalindustry development will be a as the strategy for country’s long-term development, which has become the international community a wide range of strategic choice and international strategic competition new form. The Culture industry is the most influential and potential sunrise industry in the 21 st century, which has become the economic structural adjustment and an important means of economic growth mode transformation in china. The development of media industry is the core of culture industry development, it will undoubtedly boost the development of media industry because the country pay attention to the cultural industry development. So how to use the opportunity to develop the cultural industry, this will be a problem that all media enterprise managers should think about.Since China’s reform and opening up to now, the greatest changes have been taken place in China’s cultural industry. In order to improve in the market competition strength, China’s media companies has paid attention to the construction of corporate culture.The Culture media industry management has its special important point, it determines the media own starting point and the public values orientation. Its culture can comply with the ever-changing market demand;also it can create the core competitiveness of enterprises; it can make the enterprise in the future development of the road smooth stride forward, but how to develop the corporate culture, enterprises need how to make its aim, it is a problem for all media companies.Corporate culture or organizational culture, which is an organization by its values, beliefs, rituals, symbols, and cultural image. Alan Kennedy believes that corporate culture is the values, customs, rituals, heroes, the culture of network, enterprise environment. Sand think of that enterprise culture is the organization in the competition seek survival "principle",which is more important for the new staff.The research of cultural studies is started in the result of the early 80 s,”the theory Z-corporate America how to meet the challenge from the Japanese ", " corporate culture ", " seeking advantage- the experience of the most successful companies in the United States”. These three books are expounded the view that emphasizes the enterprise culture to enterprise development has a positive force to be reckoned with in the enterprise development. In 1982, Yang bin published two articles in the journal of the world economy, for "Z theory", "the Japanese enterprise management art" has carried on the review, it is an article first introduces relevant content in Chinese academic circle. Then, the enterprise culture was introduced into China. During that period, the research mainly in research on basic theory of enterprise culture. At the 90 s, the researchers study on corporate culture began to pay attention to the operational and practical. Entering the 21 st century, the development of Chinese enterprise culture construction has entered the third stage, every big enterprise paid attention to construct their corporate culture, an excellent representative of extremely rich individual character and charm are emerged more. At the same time,” the western culture aspect- contemporary enterprise management ideas”, such as a large number of summing up the experience of corporate culture theory and Chinese writings appeared. But in the world, the study of corporate culture is not enough, because there was no specific practice base, the development of the enterprise culture cannot play an effective role in qualitative research and practices. Especially the study of media culture is relatively backward, its theoretical basis cannot meet the needs of the development of media companies.In addition, most of the domestic media industry corporate culture is a lack of more profound understanding to make corporate culture becomes a mere formality, content and essence of enterprise culture.I worked in media group for many years, based on the understanding of the media industry, combined with the learned information,I hope that I can be found for media group the feasible method of enterprise culture construction, provide reference for other domestic media group through research.This paper, from media group spirit culture, system culture and material culture three aspects obtains, through questionnaire investigation, internal interview investigation, external customer research, methods of research data and historical data to study, to obtain media the first-hand information of the enterprise. And based on theoretical analysis, combining with the characteristics of media, technology innovation, environmental change impact on the media, such as learning corporate culture from Quinn competitive quantitative analysis, the sand for qualitative analysis tools such as enterprise culture, to reshape the media group’s corporate culture.The author believed that media group advocating the mission of "providing the most valuable news and information, establish the media brand public praise" vision "to provide comprehensive information service of the modern media group", the core values of "responsibility, realistic, fusion, innovation", each factor is conducive to top managers of macroeconomic regulation and control, and it can reflect the will of the employees and the value orientation,which is extremely well matched with the enterprise development of the new enterprise culture system. For the development of Chinese media industry culture,which is also a kind of active exploration of trying. After research, it is concluded that the theory of practice, it will for media enterprise’s cultural construction and media play an important role in the development of enterprises.