The Empirical Study On Motivational Factors Of Post-80s In Hangzhou Media Industry

With the rapid development of media industrialization, media management has experienced a big change, as a result, these days the competition between different media organizations has been fiercer and fiercer than ever. However, this competition hinges on human resource, which means the one with loyal and high qualified team could win this media battle. Meanwhile, the post-80s have become the main strength in Hangzhou media industry, therefore, the management of media human resource has to focus on the motivation for the post-80s nowadays.Post-80s were born after China's reforming and opening-up, and they are also the first Only-Child Generation; they have been endured long-term examination-oriented education system but generally lack of practice. Furthermore, post-80s have received higher educational level. Besides, the effect of explosive Internet evolution led them to another expansive scope. Generally, post-80s have higher self-esteem and distinct individuality; they aspire after innovation, self-actualization and a different equitable value system.However, post-80s somehow behave weakly in responsibility and self-discipline at work performance, as well as low loyalty to company. Meanwhile senior managers found their manage methods cannot be applicable to the young generation. Media organizations need to establish new policies based on the post-80s'characteristics and finally win advantages over other competitors.Based on previous researches and theories, and according to post-80s'background and characteristics, this research uses a five-dimension motivation evaluation system to conduct the survey, which includes salary and benefit, working environment, the growth of employee, the job itself, the balance between work and personal life, and to be specific, there are thirty related factors. The research focuses on respondents'gender, education level, form of business enterprise and job type. At last, the findings suggest effective motivate mechanism targeted on thepost-80s employee in media industry.This research defines post-80s media employees in Hangzhou as research objectives, by using random sampling and finally received 305 pieces of questionnaire. The data is analyzed by SPSS and the methods include descriptive statistics, reliability and validity statistics, factor analysis; single-factor analysis of variance as well as cluster analysis. The research results demonstrate the importance for these five dimensions can be considered as salary and benefit, the growth of employee, working environment, balance between work and personal life, the job itself. Moreover, the most important five related motivational factors are salary, bonus, teamwork, promotion opportunity and benefit. However, the research indicates that post-80s media employees are not quite satisfied with these five factors. The satisfaction about the five dimensions from highest to lowest are working environment, the job itself, balance between work and personal life, the growth of employee, salary and benefit. The most satisfied related factors are interpersonal relationship, informationize, respect from other people, teamwork and stability of job.In addition, the research indicates that there is no preference discrepancy between different gender or different job type. However, on growth of employee dimension, there is preference discrepancy between different education levels in post-80s media employees, but the result discovers that education level has no main effect in other dimensions. Moreover, for post-80s media employees, there is preference discrepancy between different forms of business enterprise in the salary and benefit as well as growth of employee dimensions, but no significant differences exist in other dimensions.Finally, the research indicates that post-80s media employees can be divided into two types:"material motivation orientated"and"non-material motivation orientated"."Non-material motivation orientated"think salary and benefit is not much important than others, and prefer to non-material motivation such as working environment, the growth of employee and so on. They are not satisfied with the growth of employee most."Material motivation orientated"think salary and benefit is the most important and also the most dissatisfactory. This type of post-80s media employees includes 241 persons which is 79% of the respondents.At last, the findings suggest effective motivate mechanism targeted on the post-80s employees in media industry.