Media Strategy Management

Author: Shao Peirén
Publisher:
Publish Date: 2003-05-01
Features: A core textbook series for graduate students in journalism and communication. Media strategic management differs from media operational management and media functional management; it is the highest level of media management, concerning the rise and fall of media organizations such as newspapers, magazines, publishing houses, radio stations, television stations, film companies, and online companies. It plays an extremely important role in the entire media management system. This book takes the dynamic management process of four stages—media strategic environment analysis, strategic evaluation and selection, strategic implementation, and strategic control—as its main thread, combining micro and macro perspectives, and Chinese and international contexts. It comprehensively and accurately elaborates on the basic theories and methods of media strategic management, sensitively and timely reflecting the advanced achievements and latest information of media strategic management both domestically and internationally. The content is rich, the arguments rigorous, the perspectives innovative, and the book is scientific, forward-looking, empirical, and highly readable. China is moving away from the era of "media without strategy." The trend of media strategic management has arrived.
Media strategic management differs from media operational management and media functional management; it is the highest level of media management, concerning the rise and fall of media organizations such as newspapers, magazines, publishing houses, radio stations, television stations, film companies, and online companies. It plays an extremely important role in the entire media management system. This book takes the dynamic management process of four stages—media strategic environment analysis, strategic evaluation and selection, strategic implementation, and strategic control—as its main thread, combining micro and macro perspectives, and Chinese and international contexts. It comprehensively and accurately elaborates on the basic theories and methods of media strategic management, sensitively and timely reflecting the advanced achievements and latest information of media strategic management both domestically and internationally. The content is rich, the arguments rigorous, the perspectives innovative, and the book is scientific, forward-looking, empirical, and highly readable.
This book is one of the core textbooks for graduate students in journalism and communication. It can serve as a graduate textbook and also as a reference or supplementary material for senior undergraduate students preparing for postgraduate entrance exams. For media professionals seeking to master knowledge of media management and media economics, it is an essential read.