我国传媒集团绩效评估指标体系构建分析

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1、·我国传媒集团绩效评估指标体系构建研究AbstractDesigningtheperformanceevaluationindexsystemofamediaorganizationisacomplexprojectwhichshouldconsidermanyfactorssuchaspolitics,economies,massesandsoon.Chinesemediaindustryhasmultipleattributeslikepolitical,economicandculturalelements,

2、sosinglemediaevaluationcriteriacouldn'tbesuitableforthemediaorganizationswhichareincreasinglydevelopedandexpanded.Furthermore,notonlythepublicorganizationalperformanceevaluationframeworkbutalsothegeneralbusinessperformanceevaluationsystemcouldnotbedirectlyappl

3、iedtotheperformanceevaluationsystemoftheChinesemediagroupinthenewperiod.Withtheriseofthenewmediaandcutting-edgetechnology,Chinesemediagroups,whichdependonthedevelopmentoftraditionalmediaandwanttoobtainsomestatusofthecompetitivelandscape,needtoimprovetheawarene

4、ssandresearchofstrategicmanagement.Theymustconsiderdevelopmentfromastrategicheightandestablishclearstrategicobjectiveswhichshouldnotonlybechallengingbutalsobefeasible.Theyneedattachimportanceofstrategicfocusandmakecoordinationofdifferentdepartmentsinordertotak

5、econtroloftheorganizationtoachievethestrategiclanding.Fromthepointofviewoftheperformanceevaluation,mediagroupswhichwanttoimplementtheirstrategicmanagementshouldexploresomescientificmethods,whichcouldmaketheperformanceevaluationandtheorganization'sstrategicrequ

6、irementsbematchedconsistently.Somediagroupsneedtobuildupabridgeaswellasaguidelinebetweengoalsandactionstoshowtherelationshipbetweentheorganization'sstrategyandactualperformance.Theymustachieveabalanceamongdifferentexpectationsofpivotalstakeholderslikethegovern

7、ment,audience,advertisers,suppliers,employeesandsoonin-2-···我国传媒集团绩效评估指标体系构建研究ordertoachievethepurposeoftheperformanceevaluationandthestrategicobjectives.Thispaperproposestointroducethestrategicmanagementtotheperformanceevaluationofmediagroupsforthesakeofbuild

8、ingascientificandeffectiveperformanceevaluationsystem.Byreviewingthedevelopmentprocessoftherunmodeoftheinternationalmediaindustryandthevaluechainintegrationoperatingmode,combinedwi