广电传媒资源评估与整合研究-管理科学与工程专业论文.docxVIP

硕}：学位沦文摘要 硕}：学位沦文 摘要 我国广播、电影、电视部门已经从计划经济时代走向市场经济时代，在日趋 激烈的市场竞争中，广电传媒业的经营模式决定其生存和发展、前途与命运，而 传媒的产业功能和良好的开发前景正日益显现。但是广电传媒目前各项业务彼此 独立，业务之间在互动性、协同性以及资源共享、利益共存等方面存在很大差距， 同时对现有资源的深度开发利用也很不够。为了确保广播电视工作的健康发展， 广电资源的优化与整合势在必行。 从广电传媒资源的的界定与清查评估出发，系统全面地分析了中国广电传媒 行业的发展历程，面临的机遇和环境，提出在全球化与市场化背景下，广电传媒 要发展壮大必须走市场经营和产业化发展之路的观点，在此基础上，研究了广电 传媒资源的评估方法，创造性地将波士顿矩阵应用到传媒行业频道资源评估中， 设计了可行的财务评估指标，构建了适合广电传媒行业的核心人力资源模型。同 时，研究了广电传媒资源整合的基本概念，研究了广电传媒频道资源、财务资源、 人力资源这三种核心资源的整合方法与策略，从系统论角度研究了广电传媒资源 整合的操作方法及广电传媒的整合发展模式。在应用研究方面，对湖南广电集团 的核心资源进行了清查评估，提出了湖南广电集团资源整合的战略与对策，较好 地解决了广电传媒资源的评估与整合，具有一定的现实指导意义。 关键词：资源评估；资源整合；人力资源；频道资源；财务资源 n !皇丝坚耋堡堡篁：篓垒!耋Abstract !皇丝坚耋堡堡篁：篓垒!耋 Abstract As China’S mass media sectors such as radio，movie and television have all moved from the planned economy to the market economy,the managing model of mass media will definitely determine their survival，development and future when facing increasingly fierce market competition，although the industrial function of mass media business and the promising development prospects are becoming obvious．There are still huge differences in the interaction，cooperation，resource sharing and interest—sharing etc among different sectors of the mass media and the inadequate development and utilization of the existing resources．Therefore，it is inevitable for the mass media to optimize the resource usage and to integrate the resources in order to guarantee the smooth development ofmass media business． Starting from the definition，examination and evaluation of mass media resources， this paper,systematically and comprehensively,analyzes the development process of China’S mass media as well as its opportunities and environment，proposing the media should be developed and expanded by means of marketing management and industrialization in face of globalization and overall marketing trend． On basis of the above，this paper focuses the evaluation approach of the mass media resources，applying the‘‘Boston Matrix’’method to the mass media industry with originality．It