Media Strategy Management

Author: Song Peiyi, Bu Yanfang, Yang Qiang, Lu Jia
Publisher:
Publish Date: 2006-07-01
Features:
(II) Media strategic management is a dynamic management process
Media strategic management is the process of managing internal resources within a media organization, its mission and goals, as well as the interactions and interconnections between the organization and the external environment. It is not only the process by which a media organization is committed to strategic analysis, formulation, and selection, but also the process by which the organization takes action in accordance with strategic goals and decisions. In practice, strategy is not something that can be formulated by rigid procedures, and strategy implementation does not necessarily have to begin only after strategy formulation. The activities of strategic analysis, formulation, and implementation are highly dependent on each other and do not have clear boundaries. Strategic management is an ongoing, never-ending cycle, and each cycle is a choice of the previous strategy.
(III) Media strategic management is a complex systematic project
Media strategic management is influenced by external environments, internal resources, vision and goals, and is a complex systematic project. The external environment of a media organization includes social environments such as political, economic, technological, cultural, and international factors, as well as competitive environments such as industrial structure and competitive landscape. Internal resources include tangible resources such as funds and technology of the media organization, as well as intangible resources such as human capital and brand, and organizational capabilities. Vision and goals are the direction that guides the media organization forward, uniting all efforts. Systematic media strategic management requires not only the strategic thinking ability of senior management but also the active participation and support of stakeholders (shareholders, employees, customers, etc.).
II. Media Strategic Management Process
The media strategic management process can be seen as consisting of three basic stages: strategic formulation, strategic implementation, and strategic evaluation. Throughout the media strategic management process, there are five basic management tasks: formulating vision and mission, setting a goal system, formulating strategy, implementing strategy, and evaluating and controlling.
(I) Formulating Mission
The mission of a media organization is the overall direction, purpose, characteristics, and guiding principles for its future business, as determined by its management. It reflects the values of the media organization's management and the image it seeks to establish for itself, reveals the differences in goals between this media organization and other organizations in the same industry, and defines the main scope of products and services of the media organization and the fundamental needs it attempts to meet for customers. Therefore, a media organization is not defined by its name, articles of association, or organizational regulations, but by its mission. Many large media organizations in China and abroad have determined their missions from a strategic perspective, such as:
News Corporation's mission: To produce and distribute high-quality news, sports, and entertainment programs worldwide.
Bertelsmann (China) Company's mission: To provide information, education, and entertainment products to target groups through a unique multi-channel approach. Committed to providing high-quality services, creating exclusive content, and establishing long-term customer relationships.
China Central Television's mission: To build a world-class major broadcasting station.
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