媒介企业核心竞争力及其培育

The Core Competence of Media Corporation and Its Development

为了能在激烈的市场竞争中立于不败之地,商业企业越来越认识到培育核心竞争力的重要性。对于我国的媒介企业,随着开放政策逐步付诸实施和竞争态势的日益加剧,其培育核心竞争力的必要性也显得越来越迫切。本文在对大量文献进行评析的基础上,从媒介企业经营的核心环节———对受众注意力价值高度关注的角度出发,提出了媒介核心竞争力的培育,应该是合理的受众定位、适当的内容组织和有效的营销方式三者构成的完整系统的观点。

It has been widely recognized that one of the most important things for corporations to run long and well in markets is to own its core competence. With the opening of our media industry, the development of the core competence becomes more and more necessary for certain media firms. But what is the content of the core competence of media and how to develop it？ This article will give an opinion that the core competence of the media firms is an integrated system consisting of three aspects： the precise positioning of audience, the suitable organization of content for communication, and the effective ways of distribution. By drawing the conclusion, the writer has a basic hypothesis that the core task for a media firm is to improve the value of the audience＇s attention.