Research On The Optimization Of Performance Appraisal System Of A County Media Center Under The Background Of Media Convergence

At present,new media is reconstructing the communication media,user value and advertising income of traditional media organizations.For traditional media organizations,they not only need to shoulder the important social responsib ility of cultural communication,news publicity and enriching people's cultural life,but also need to actively participate in the construction of market economy.In 2014,China began to embark on the journey of media convergence reform.The reform path was spread out from top to bottom and from provinces to counties.Converged media reform is an inevitable development path for traditional media to effectively connect with new media and realize innovation and regain vitality.As an important factor of this reform,human capital plays a decisive role in the final effect of media convergence.How to optimize the management of performance appraisal,stimulate the synergy of madia organizations,closely aggregate relevant resources,and balance the interests of the party and government,employees and users from the height of human resource strategy has become the focus of media organizations.This study investigates the current situation of performance appraisal management of A county financial media center with the method of questionnaire survey,refers to the reform experience of domestic financial media center performance appraisal management,combs and references the performance appraisal management under the backgr ound of domestic and foreign media integration,so as to draw the conclusion that there are some problems in the current performance appraisal management of county a financial media center,such as incomplete index system,incomplete evaluation data,and lack of evaluation system This is related to the industry background,management philosophy,system and mechanism of media organizations.From the design to implementation of the performance appraisal management system,this study improves the performance management quality of county a financial media center from the theoretical and operational level,sets the development goals for county a financial media center,and establishes the performance appraisal system from four dimensions:clear concept of deep integration,construction of media integration communication system,construction of media integration operation mechanism,acceleration of talent transformation and integration construction Overall direction:according to the target management method,the development goals of the county financial media center are refined and decomposed,and assigned to the Department of information,video,editing,advertising,technology and other departments.According to the two principles of social and economic benefits,each department decomposes the goals according to the needs of creating excellence and income.At the same time,a county financial media center should create an atmosphere of performance appraisal,do a good job in the organization,system and personnel guarantee of performance appraisal,and truly realize the incentive effect of performance appraisal.The reform of the integration of traditional and modern media is the most effective development path for the media to activate vitality and create the source of innovation,but also the important political responsibility of public opinion.As a key factor in the performance evaluation system of human capital,the integration of human capital can help to stimulate the enthusiasm of employees.Based on the above background,the performance appraisal of a county financial media center can provide practical reference for the formulation of performance appraisal of county financial media center,which has certain theoretical and practical significance.