传媒绩效考评的主体和机制探析

Analysis of the Main Body and Mechanism of Media Performance Evaluation

从"给媒体带来利益"与"对媒体索求利益""为媒体维护利益"三个维度,可以确定媒体的核心利益者、相关利益者和潜在利益者,进而明确媒体绩效考评的主体是媒体党政主管部门、媒体投资者和广告商、媒体工作者和受众。媒体绩效考评机制有六种:两个效益相结合机制、行为过程与结果成果结合机制、业绩与效率结合机制、实力与能力结合机制、传者与受者结合机制、定量与定性结合机制。

This paper analyzes the status quo of China＇ s media performance evaluation, elaborates the meaning of the construc- tion of media performance evaluation system, sets up such three dimensions as ＂bringing benefit to media＂, ＂asking for benefit from media＂ and ＂protecting the benefit for media＂, determines the core benefit owners, stakeholders and potential beneficial owners, further demonstrates that the main body to evaluate media performance is the administrative departments, investors, ad- vertisers, media workers and audiences of media, There are six kinds of media performance evalucetion mechanisms such as two- benefit combination mechanism, the mechanism of the combination of behavior process and result achievement, performance-effi- ciency combination mechanism, power-capacity combination mechanism, communicator-audience combination mechanism and quantitative-qualitative combination mechanism.