First media connotation of knowledge management characteristics and competitive implication
一、電視臺(tái)媒體知識(shí)管理的涵養(yǎng)特點(diǎn)標(biāo)志及其競(jìng)爭(zhēng)力意蘊(yùn)

From the perspective of media companies , knowledge management is a media enterprise owned or can be touched to get a variety of knowledge resources to identify , evaluate , and share innovative research management process . Compared with general business , media enterprises to implement knowledge management has many features:
從電視臺(tái)公司角度看，知識(shí)管理是電視臺(tái)公司對(duì)所領(lǐng)有的或所能觸動(dòng)到到的各種知識(shí)資源施行辨別取得、研討名聲和共享創(chuàng)新的管理過程。與普通公司相形，電視臺(tái)公司實(shí)行知識(shí)管理具備各方面特點(diǎn)標(biāo)志：

1 . Knowledge and information in the media as the content . Modern network communication technology, rapid development and its universal application , so that enterprises are facing a variety of media knowledge and information geometrically increasing knowledge of these information Qucuqujing , Quweicunzhen the media companies to fully utilize the prerequisite knowledge and information , but also media companies effectively carry out the business activities of the foundation . Media content is the enterprise knowledge management knowledge and information on a variety of media processing , which identify, sort out the media enterprise survival and development knowledge required information .
以電視臺(tái)知識(shí)信息為內(nèi)部實(shí)質(zhì)意義。現(xiàn)代網(wǎng)絡(luò)通訊技術(shù)的飛速進(jìn)展及其普及應(yīng)用，要得電視臺(tái)公司面對(duì)的各種知識(shí)信息以幾何級(jí)倍增加，對(duì)這些個(gè)知識(shí)信息施行去粗取精、去偽存真，是電視臺(tái)公司充分利用知識(shí)信息的前提，也是電視臺(tái)公司管用開展各項(xiàng)業(yè)務(wù)活動(dòng)的基礎(chǔ)。

2 . To high-quality media professionals as a precondition. While the media is a media enterprise knowledge management knowledge and information for the management of the object, but who is the media of knowledge production , creation, application of the subject, is the most active media knowledge management , active factor. Effective media management requires knowledge of the development of a knowledge-based economy to adapt to highly qualified staff and management team, focus on the performance of the media 's keen ability to capture knowledge and information , systems analysis capabilities, the ability to grasp accurate , rational and efficient application capabilities innovation ability .

3 . Complex and changing external environment to the core . Market economy conditions, media literacy and commodities mobility , change is strong, the media should create a favorable environment for knowledge innovation , knowledge creation and sharing media formed incentives , we must break through the traditional management of environmental Fan Si and patterns of thought while maintaining effective internal management, media companies , based on the dynamic and focus on investment management of the external environment , the ability of the organization to adapt to make strategic investments , while around the market to organize the knowledge resources, integration of knowledge resources, optimize knowledge resources .

4 . To focus on people management . _r management industry mainly economic era machine as the center, the workers implement the standardization of the "rigid " management, its main purpose is to enable workers to become standardized , workers are considered machine systems in the " accessories " , people were alienation as "objects ." Era of knowledge economy knowledge management focuses on the inner world of communication between people and people's initiative 's role in production activities , is a way to fully tap the potential of human intelligence and play a flexible approach to management. Similarly, the media focus on enterprise knowledge management is people management , prominent people in the knowledge management process in the position.

5 . To manage the harmony as the Times. Harmony is a media enterprise normal operation and an important guarantee for the sustainable development , management, harmonization of the internal structure of the media business , functional building is important. Internal knowledge management level , according to the principle of maximizing performance management , scientific development of management objectives and accurately set the internal structure , rational division of powers and responsibilities of the management hierarchy ranges , and actively create a lively, pleasant and harmonious management atmosphere , mobilize staff enthusiasm. External aspects of knowledge management, establish a rational competition , cooperation and win-win business philosophy, correctly handle the relationship with competitors , in media companies and partners to ensure the legitimate interests of the premise, multi-level , comprehensive, carry out three-dimensional contact build easy to survive, conducive to the development of the external environment.

Second, the media, to enhance the competitiveness of knowledge management initiatives

1 . Setting clear responsibilities knowledge competent and timely information resources combing the dynamic knowledge changes posture , improve the competitiveness of the value of the media . Knowledge management and media catalytic interaction between competitiveness , requires both sides to target the coupling point, the coupling point is the target vision consistency. The media has been able to improve the competitiveness of media companies a competitive advantage , and promote the sustainable development of media companies is an important prerequisite for the interaction between the various knowledge fed offset , specific performance of knowledge between the value of organic unity.

In fact , the situation is dynamic change between the knowledge attribute knowledge information , knowledge level of knowledge types of heterogeneity , constitute diversified media companies to adapt to changes in external environment basis , but this is precisely the value of competitive media improve primary face. Heterogeneity between knowledge and information to solve the effective way is to set clear responsibilities competent knowledge through knowledge managers, explicit knowledge within the enterprise in the media exchanges between the contact information , the integration of methods and distribution channels for media companies to provide competitive advantages to improve foundation ; identify structural model competitiveness between different levels of knowledge and information between the fracture and found the same level of knowledge and information gaps exist . Because the media will be competitive at every level of knowledge and information flow in the external environment , intersecting multiple levels of knowledge and information with the external environment, the flow of increasingly complex situation , its effective control also depends on knowledge of the competent functions into full play, its the problem is coordinated through knowledge competent , competitive media integration to refine structure model the complex linkages between all levels of momentum, to be translated into relatively homogeneous relational forms , in order to generate new knowledge catalytic media companies to shorten the knowledge integration time , facilitate knowledge sharing, improve the competitiveness of the value of the media to lay a solid material foundation.

2 . Inventory build complete knowledge content , knowledge and information resources to fully exploit the inherent potential to improve the competitiveness of the unique nature of the media . Media companies to establish a knowledge base is an important method of knowledge management is an effective means to achieve the accumulation of knowledge . Knowledge of media companies may include development strategies, development strategy, competitive strategy, marketing strategy and talent strategy , and other useful information . Knowledge can be dispersed knowledge of the original systematic, principled, transformed into knowledge resources can be shared , on the one hand extends the media enterprise internal knowledge transfer and transfer of resources to promote media companies asking all levels of knowledge and evolution of collaborative learning ; it also enhances the knowledge of the inner workings of media companies control and rules to speed up the media enterprise knowledge chain , knowledge chain networks , knowledge generation and evolution of fermentation . In the knowledge base , the nature of all kinds of knowledge are different, different types , which exists between the mutual attraction and cohesion, through mutual assembly, complementarity and synergy , continue to achieve the knowledge innovation, competitiveness uniqueness media to maintain and build a knowledge-sharing , mutual knowledge embedded space . These are in the same knowledge in knowledge constantly engaged in cross-cutting information , contacts and exchange , when a competing media companies have a strategic vision or strategy selection, after selection, extraction, reorganizing the dynamic process of the formation of knowledge points space , often shows one kind of internal inertial motion made ??history , role and deeply affecting many aspects of competitive advantage , resulting in varying degrees of knowledge of a variety of effects .

3 . Hierarchical structures distinct customer management network platform, effective access to knowledge and information resource development trends, enhance the competitiveness of persistent media . With the increasingly fierce market competition , media companies increasingly focus on the development of good customer groups with sales, service and communication relationships with customer groups to build all-round, multi-level and three-dimensional interactive contact can get a huge , invisible market resources , these resources for improving the competitiveness of persistent media has a crucial role to better respond to customer groups or to meet demand for goods and services. In order to create a diverse and orderly, harmonious and stable customer relations, and expand the influence of media companies , to build distinct levels of customer network management platform to obtain and collate customer groups of consumption structure and consumption levels , consumption trends and consumer psychology is facing media companies an urgent need to think and solve important issues. In reality, some media companies do not pay attention to the relationship with the customer groups effective establishment and systems management , even put a lot of human, financial , and material resources, but due to lack of holistic , systematic , well- oriented management , resulting in media companies and customers the relationship between groups in loose , irregular , or even conflict. At this point, the relationship between media companies and customers is not standardized, do not trust the state , media companies will reduce the customer 's trust , loyalty and recognition , leading to the emergence of customer due suspected rebellious , exclusion , thus weakening the competitiveness of media influence persistence. From the customer perspective of management of the network platform , as it involves the customer's various information resources in a more complete and comprehensive finishing , media companies can timely access to valuable customer information to help build a harmonious and stable customer group relations , reducing media companies marketing costs. In addition, when the media companies face complex , unexpected changes in the market , you can make timely strategic adjustments , saving strategy adjustment costs, protect the competitiveness of persistent media from damage .

4 . Creation of structured human resource management system , and constantly optimize the knowledge and information resources of people marked increase competitiveness and innovative media . Large number of theoretical research and practice has shown that human resources management and on its basis entrepreneurial activity generated media enhance the competitiveness of the media plays an important role, through the knowledge of human resources effective management of information , stimulate their creative potential , become a media company maintain a competitive advantage and improve the competitiveness of innovative media important way . Human Resource Management System Construction and effective ways to achieve most of the media has become the smell inside and outside the enterprise focus of widespread concern . Human resource management system focus on staff capacity development , personality traits and development, innovation full potential , http://www.400190.com/media/ career planning , etc., is "people -oriented" management philosophy reproduction and extension of the media enterprise human capital preservation and appreciation of the means of achieving , and thus the media competitiveness innovation has a profound impact . Create content specific , reasonable structure , procedures and standardized human resources management system , health umbrella media enterprises , human resource-related knowledge, information content and systems , making it a media enterprise human capital investment and motivate the fundamental basis and an important reference , thus affecting f words : deleted lead a planning, organizing , leading and controlling processes goals , reduce administrative costs human resource allocation process , which in turn increased media enterprise human resources rational flow of knowledge and information and effective allocation of media companies continue to strengthen human capital management behavior , thus promoting the competitiveness of the media continued innovation . Thus , human resources management is no longer just a media company strategic analysis , competitive advantage to enhance the background conditions , but decided the media business strategy innovation performance and competitiveness of the media is an important aspect of this role will increase as media companies intense competitive environment gradually become more prominent and obvious.

5 . Incentives to establish a comprehensive system to effectively enhance the ecological activity of knowledge and information resources , improve the competitiveness of scalability media . For media enterprise development, employee motivation , initiative and creativity is a huge dynamic effects of field , with a strong radiation force , the role of the media will be deeply enterprise survival and development of the many side effects , resulting in a variety of different levels of impact effect . Media companies at every stage of production management and processes are related to the initiative of employees active play . Establish an effective mechanism through intense so that employees can fully understand the essence of media innovation , encourage employees to actively participate innovative practice activities to promote media optimization to improve competitive advantage and achieve competitive media from mother to offspring genetic accelerate media enterprise technology groups and the formation of the industrial chain evolution . In building incentives , to emphasize the individual needs of employees , particularly those with a focus on innovation and innovation potential employees demand differences , we should also create a " promote innovation , encourage innovation ," a good atmosphere with the change over pay operating results only way linked to reward and enhance staff concept of innovation, innovative ways to give a positive evaluation and appropriate incentives generous efforts inspire employees "ownership " consciousness , culture media enterprise workers belonging, sense of mission and identity. From the perspective of human tendencies , systematic and comprehensive incentive mechanism to meet the material needs of employees , so that employees feel acquire knowledge , application of knowledge and knowledge of the importance of innovation , enabling employee self- value and social value of organic unity. Evolution from a media perspective of survival , incentives would help to enhance the knowledge of different media within the enterprise collision , information exchange, increasing the opportunity to discover innovative media companies and cognition may reduce the incentives are not in place because of the media enterprise innovation ability caused weakening of lost opportunities and innovation .