Research On JS Radio Performance Management Optimization Under Media Convergence

Human capital is the most important productive capital in media industry. Performance management of media organizations is of important directive significance for full exploration of human capital and efficient achievement of organization strategies. Our traditional media is characterized by multiple attributes such as political, cultural and economic attributes. It functions as mainstream media for news communication, shoulders social responsibility to improve people's cultural and recreational life. Besides, it is given the economic obligation to participate in market economy and then create national asset value. Therefore, both performance management framework of public organizations and performance management ideology of general corporations cannot be applied directly and mechanically to our current media organization.With rapid development of information technology revolution and emerging media, most of our traditional media focusing on single platform are facing unprecedented crisis and challenges. Media integration revolution of traditional media officially started in 2014. Performance management, as the most important aspect of media management, directly aims at strategic focus, and stimulates organization cooperation. Besides, from strategic perspective, it balances every stakeholder's appeals including party and government organization, audience, advertisers and employees in new media times. To a large extent, success or failure of performance management affects achievement of strategic goals of media integration.This paper adopts case study method. Under the background of traditional media going through media integration with national policy support, the paper combines development demands and process of JS radio station. Through introducing and analyzing status quo of performance management system in JS radio station, it summarizes incompatibility with media integration strategy. Further, the paper proposes the necessity and feasibility for JS radio station to optimize current performance management system under media integration strategy. Moreover, it sums up the significance of performance management optimization to JS radio station. The paper selects related theories about performance management, further constructs performance management system with media corporation strategy features, highlights complete design and function play in performance management system including performance plan, performance guidance, performance evaluation, and performance improvement; moreover, on the basis of balanced scorecard theory, the paper designs key performance index framework under media integration; meanwhile, it proposes controlling measures for key links and related assorted assurance measures. Through optimization research and directed by strategies, the paper aims to improve performance management quality in JS radio station from both theoretical and operational levels, and provides traditional media with reference for performance management and operation methods under the background of media integration strategic transition.