Research On Optimization Of Talent Incentive Mechanism Of Lanzhou Radio And Television Station Under The Background Of Cultural Reform

In 2018,the General Office of the State Council clearly put forward that cultural institutions should be transformed into market-oriented institutions on the reform of cultural system.According to the policy guidelines,local governments have successively put forward the reform concepts of "separation of production and broadcasting" and "separation of business and enterprise".The road of enterprise management of institutions has gradually become clear,and the demand for talents needed for reform has become more urgent;At present,the competition among media is the competition of talents,and the key to success in market competition is to master the quantity and quality of professional and technical talents.Human resource management has become the key content in the reform of broadcasting and television system.Lanzhou Radio and Television Station continuously optimizes human resources management in the cultural system reform.However,due to the long-term dependence on administrative forces,the lack of reform motivation,the slow process of optimizing human resources,and the lack of targeted incentives for talents,the talent management methods tend to be administrative,which leads to the low enthusiasm of employees.How to draw up efficient talent incentive measures to attract and retain high-quality cultural talents to the greatest extent through the cultural system reform,and create an efficient and stable talent team,is an important subject that Lanzhou Radio and Television Station needs to study urgently in deepening the system reform.In this paper,literature research,questionnaire and on-the-spot interview are used to investigate the employee satisfaction of Lanzhou Radio and TV Station,sort out the needs of employees in different positions of administrative logistics,professional and technical posts and middle management posts,and analyze that the employee satisfaction with the current talent management methods needs to be improved.The problems mainly focus on the imperfect salary and welfare system,lack of scientific performance appraisal,unsmooth promotion channels,inadequate standardized training system,and insufficient cultural construction of radio and television system.The reasons for these problems are as follows: insufficient material incentives,imperfect talent appraisal system,insufficient talent introduction and cultivation,neglect of job characteristics and personal needs,lack of pertinence of incentives,and lack of benign environment of competition.Then,it compares and analyzes the typical cases of domestic advanced media industry employees’ motivation,deeply learns from their successful experiences,analyzes the needs and problems of employees in different positions by using the hierarchy of needs theory and the two-factor theory,and puts forward optimization ideas and countermeasures from three aspects: adjusting salary structure,strengthening welfare treatment and perfecting evaluation system,so as to meet the common needs of employees.From three aspects: designing career planning,broadening promotion channels,perfecting training system,strengthening emotion,communication,participation motivation,and strengthening goal,authorization and value motivation,this paper puts forward corresponding optimization paths to meet the different needs of employees,thus achieving the purpose of talent motivation,and helping the cultural system reform to advance in depth.