A Study On The Performance Evaluation Of Chinese Media Organization

Study on the performance evaluation of Chinese media organization is particular due to the organization's three attributes: politics, public welfare and industry. However, up till now the research results about the performance evaluation of Chinese media organization haven't been given enough theory and methods to solve the practical problems. The purpose of this thesis is to conduct a theory of performance evaluation on Chinese media organization, and the indicator system of media organization's performance evaluation constructed under the guidance of the theory.The author believes that the target of media organization's performance evaluation is to offer useful information for decision-makers and therefore stimulate organization agents, finally achieve the optimal allocation of resources in media organization. This evaluation target is to construct a performance evaluation system with property rights as the starting point. After analyzing the core stakeholders in media organization, and identifying their demand of interests to be reflected in the frame of performance evaluation, the author conducts the three-dimension theory of media organization's performance evaluation, and its dynamic model in accordance with the relations among these dimensions. Media organization presents the characters of both public organization and private organization, and the two kinds of organizations have different value standards because of their different interest demand, therefore, two kinds of different value judgment standards coexist in a media organization. In order to find a balance between the two value judgments, the author proposes a dual value judgment standard for the performance evaluation of media organization, which is mainly manifested in the process of realizing three-dimension performance in the second marketing channels and their correlations. Based on the theory of three-dimension performance evaluation and the dual value judgment standard of media organization, this paper applies AHP to construct a systematized indicator system of media organization, and conduct the case study with this indicator system.The thesis is divided into six chapters. They are as follows:In Chapter One, the paper introduces the background and extant literatures of the research, illustrates the research clews of the thesis and summarizes the innovation result of the thesis.Chapter Two is devoted to the evaluation targets of media organization's...