| 媒介重组中的企业文化整合风险与应对策略 |
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| 引用本文： | ZHANG Ming-hai,邓崛峰.媒介重组中的企业文化整合风险与应对策略[J].未来与发展,2008(7). |
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| 作者姓名： | ZHANG Ming-hai 邓崛峰 |
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| 作者单位： | 长沙理工大学,文学院,湖南,长沙,410076 |
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| 摘 要： | 媒介企业在重组过程中文化整合的不和谐是媒介集团无法真正做大做强的重要原因.媒介企业文化整合的风险主要体现在,强强结合时文化难以相互兼容,导致左右为难;强弱结合时,优势文化难以有效同化弱势文化,导致进退失据;弱弱结合时,核心文化难以确立,导致无所适从.要降低整合风险,谋求竞争优势,就必须把握媒介文化整合的三大原则,即以人为本原则、创新发展原则、丰富品牌文化原则.媒介企业文化整合的模式多种多样,主要有强势主导式、融合再生式、相互促进式和相互隔离式等四种基本模式.
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| 关 键 词： | 媒介企业 重组 文化整合 策略 |
Cultural Merger Risk and Strategy in Media Enterprise Recomposing |
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| ZHANG Ming-hai,DENG Jue-feng.Cultural Merger Risk and Strategy in Media Enterprise Recomposing[J].Future and Development,2008(7). |
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| Authors: | ZHANG Ming-hai DENG Jue-feng |
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| Institution: | ZHANG Ming-hai,DENG Jue-feng (Changsha University of Science , Industry,Liberal Art College,Changsha Hunan,410076,China) |
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| Abstract: | One of the important reason why media group can not be enlarged and strengthened is that there is no cultural merger harmony in media enterprise's recomposing. The main risks of media enterprise cultural merger are: there is no compatibility when strong culture meets strong culture; strong culture can not effectively assimilate weak culture when they two meet together; core culture can not be easily established when two weak cultures meet. In order to reduce the merger risk and seek for competitive advantag... |
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| Keywords: | Media Enterprise Recompose Cultural Merger Strategy |
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