生态视角下的传媒企业组织结构构建

Construction of Organizational Structure of Media Enterprise from Ecological View

传媒的全球化、信息技术的发展以及市场竞争的加剧,使传媒企业面对的外部环境具有高度复杂多变的特性。传统的企业组织结构因其机械僵化、缺乏创造力、缺乏合作等而不再适应传媒环境的要求。传媒企业必须构建生态型组织结构,使其能像生物体一样根据传媒环境的变化自动地调整自我,从而与环境保持高度协调一致,走可持续健康发展的道路。

The communication globalization, the development of information technology and the growing market competition are the factors to make the external environment that media enterprises have to face highly complicated and changea- ble. The traditional organization structure no longer adapt to the requirements of media environment due to its rigidity, lack of creativity and cooperation. Therefore, the media enterprises need to adjust itself automatically to the media environment, in order to maintain a high degree of harmony and unity with the environment, and to seek a way to achieve sustainable and healthy development.