媒体绩效考评指标体系建构探析

Construction and Analysis of Media Performance Examination and Evaluation Index System

媒体绩效考评,是指运用定性和定量的方法,对媒体绩效进行考核并作出综合评定、评价。媒体的绩效考评不同于一般企业和一般公共组织,更不同于对组织员工个人的考评。对它的考评,既要关心其社会效益,也要关心其经济效益。本文运用德菲尔法、层级分析法、综合指数法等方法,构建了媒体绩效考评的"资源资产潜力、经营管理能力、结果效益实力"3项一级考核指标和18项二级考评指标。

Media performance examination and evaluation is to use qualitative and quantitative methods to examine media performance and make comprehensive evaluation, however, media performance examination and evaluation is different from the examination and evaluation on a general enterprise and a general public organization and is more than the examination and evaluation on the individual of the organization employees, as a result, the examination and evaluation should take care of both social benefit and economic benefit. This paper constructs three primary examination indicators such as “the potential of resources and assets, business management capacity and result benefit capacity” and 18 secondary examination indicators in media performance examination and evaluation by using Delphi Method, analytic hierarchy process, and comprehensive index method and so on.