The Reformation Of Medium Organizational Structure In Media Convergence

Organizational structure is the inner motive power o f the media organization development, when the external medium environment has changed, media organizations should be adjusting the organizational structure to improve the production efficiency, meet the demand of the business development. Organizational change involves significant profit distribution adjustment, will also bring certain risk, has always been a deep reform area. With the continuous development of media convergence, if we want to make any substantive progress in it, media organizational structure is an inevitable requirement. Organizational change, therefore, not only is a key link in the process of media convergence, but also an important breakthrough of promoting the depth development of media convergence.In this paper, based on the literature analysis, case study method, we reviewed and summarized the status quo of the medium convergence’s organization structure change both at home and abroad summarized analysis, we found that the organizational structure change are facing three main difficulties : "combination" rather than "fusion"; Vested interests resistance and high cost of change; Lack of motivation mechanism, the transformation measures were in place. Media organizational structure change also presents several trends: the integrated operation, establish the whole media information center, media fusion center, create a new fusion media editorial department and the trend of business system. In view of the problems existing in the domestic and foreign media organizational structure change, this paper argues that different media organizations should choose appropriate reform path according to their own resources and conditions. So we puts forward different types of organizational reform mode: restructuring the editorial department, digital editing news, product manager system and project system; And there are two general advice: establish a talent assessment, incentive and constraint mechanism and reform the benefit sharing mechanism. In the concrete reform process, media organization can select a mode to reform, or combine a variety of patterns.