Along with the gradual deepening of the media system reform, facing the fierce competition in the market, the lack of management awareness and talent has become one of the short boards that restrict the development of media organizations. The following is my recommended media operation and management essay for your reference.

Media Management and Management Essay Sample 1: Media Management and Management

[Abstract] With the development of the economy and the progress of science and technology, a variety of new media have emerged one after another, and the media competition is increasingly intensified. From the perspective of media management, branding is the most effective means to increase the added value of media products, therefore, the survival and development of the media to establish brand awareness, the implementation of media branding strategy. Only in this way can the media in the highly competitive market place.

[Keywords] media management brand strategy

Into the 21st century, with the development of the global economy, scientific and technological progress, a variety of new media appear one after another. However, the new media will not replace the old media and monopolize the market, therefore, the competition between various media is becoming increasingly fierce and white-hot. For each kind of media, how to attract the audience's attention, how to get a share of the increasingly fierce competition in the market is the key to survival. So, how can a media invincible? I think, should be practiced? Media brand strategy? The brand is the trump card.

For this point of view, we may wish to analyze to seriously study.

First of all, what is?

First of all, what is the media brand strategy? Whether the media is suitable for the implementation of?

First of all, what is a media branding strategy?

First of all, what is a media branding strategy? The famous Chinese branding expert Yu Mingyang said in his branding theory, "The so-called media brand strategy is the media in order to improve their own market competitiveness around the brand of the product.

In the era of knowledge economy, the competition of social production is mainly reflected in the competition of knowledge, information, technology, brand, design and so on. Technology, brand, design and other intellectual property rights and intangible assets are increasingly becoming a key factor in economic development. The focus of enterprise management will change profoundly from resources, labor and capital to intellectual property or intangible assets, including technology, brand and corporate image, and the main part of management is technological innovation and image design of material production. For the media, it is different from an ordinary enterprise. While seeking economic benefits, it also shoulders a series of responsibilities such as guiding social opinion, entertainment, education and so on, which are social benefits. However, no matter how its function is positioned, its way of survival is also to follow the law of competition in social production. Brand strategy?

However, in the context of such a competitive era, the management of media enterprises has far exceeded the general production and production management and marketing, but a full range of effective combination of media resources. From media product management to capital management, from tangible asset management to intangible asset management. Media intangible assets management mainly includes media brand, media image, communication design and other intellectual property management, and promote them into reality can be measured by monetary symbols of wealth. In short, to survive, we need economic efficiency, and economic efficiency is life.

Second, the main ? brand? What are the characteristics of the management model? It also includes those specific content?

Media brand strategy is for the development of media management concepts put forward, media managers must grasp the characteristics of media brand strategy. Only in this way, you can easily implement the brand strategy. Find new customers, maintain old customers, this is the task of brand strategy, but also the key to the success of the brand strategy, that is, to maintain the core value of the consumer's position, improve the brand's market competitiveness. Specifically, media brand strategy has the following characteristics:

(1) Holistic. Brand strategy is the media in order to improve their own competitiveness and take a competitive means. This competitive means is not to solve one-sided, local problems, but the overall problem, is the media company's system problems. The development of brand strategy should be from a long-term perspective, the various aspects of the factors and relationships to be considered comprehensively, focusing on the overall coordination and control, the overall function to maximize.

(2) long-term. The establishment of brand strategy is a long-term process. Media companies in the establishment of the brand, focusing on the immediate and near-term interests, but the long-term survival of the brand. In this long-term process, the media need to explore, cultivate, publicize, establish and expand the value of the brand and ultimately maintain brand value.

(3) Systematic. The long-term nature of brand strategy determines that it is systematic. Only a systematic operation of the brand can make it go farther. The systemic nature of brand strategy includes a series of links such as brand creation, publicity, development, maintenance and fading. And the various links and processes within the system are interconnected and mutually influential, and can be transformed and connected.

(4) Directionality. As the brand strategy is to stand in the overall height of the development of macro-planning, which determines its subordinate specific measures and activities under the program has a directional role. In the planning and implementation period, all the specific actions should be consistent with the overall requirements of the brand strategy, such as deviation, must be adjusted in a timely manner.

(5) Innovation. Developing a brand strategy is a creative process, and the conditions of each medium are different. Media to establish a brand, according to their own characteristics and conditions, accurate and precise choice and determine their own business objectives. Create a uniqueness that is different from others. Only through constant innovation can a medium surprise and lead in a competitive market. A media if you take a simple imitation of competitors, follow the competitors action, then in the fierce market competition it will always be in a passive position, it is impossible to win the final victory in the market competition.

(6) Social. The media has the function of disseminating information, publicizing cultural knowledge, etc., and the brand media has a broad and deep social communication effect, which can influence and sway social opinion and lead the social trend. The special status of the brand media, determines the development of media brand strategy to fully take into account the brand's great social influence.

The direct goal of media brand strategy is to create and develop media brands. Brand is often a symbol of media strength and competitiveness. A media brand columns, brand programs, brand columns, etc. How many, strong or weak, often reflecting the strength and competitiveness of the media strength and size. Therefore, the media brand strategy in the final analysis, the inevitable formation of brand strategy. The implementation of media brand strategy mainly includes these points: quality strategy, innovation strategy, advertising strategy, market strategy, talent strategy.

The significance and value of branding in media operations is extraordinary, and every media outlet needs to strengthen brand awareness and emphasize brand construction and management. The next question is, how should the media establish, manage and administer their own brands?

Ling Haoying, a professor at the Communication University of China, summarized the following points: first, establish the core values of the media brand; second, plan a branded media management system; third, improve market penetration, attract potential customers, and win valuable consumers; and fourth, maintain brand loyalty.

Understanding these, the points mentioned in the previous section have some practical significance, and ?

These are the points that make sense, and the media branding strategy is obviously very actionable.

To summarize, the development of the media market economy and the progress of science and technology to promote the maturity of the media brand strategy, brand competition will be the market economy to a new stage of development, the future of the media market will be the world of the famous brand. The brand is not only a sharp weapon of media marketing, is a representative of the strength of media management, but also an indicator of the maturity of the media market economy, is a strategic value of the economic resources.

[References]

[1] Xue Ke, Yu Mingyang, edited by Media Branding, Shanghai Jiaotong University Press, 2009

[2] Ling Haoying, "Media Management", China Radio and Television Publishing House, May 2002

[3] Zhi Tingrong, "Media Management", Ji'nan University Publishing House, September 2009

Media Operation and Management Essay Sample 2: The Long Tail Trend of China's Film Industry

Over the past thirty years since the reform and opening up, China's economy has developed rapidly, and the people's living standards have been improving. At the same time, a variety of multimedia such as cell phones, broadband rapid development, so that the cost of information dissemination is greatly reduced, the scope of the ever-expanding. China has basically entered an extremely rich information and diversified channels of information dissemination. Abundant Economy The era of "economy of abundance". In this era, China has basically entered the era of "economy of abundance". Abundant Economy China's market will enter the "Long Tail Economy". Long Tail Economy

The Long Tail is a new theory that emerged in the Internet era, proposed by American Chris Anderson. Anderson. The Long Tail theory believes that, due to cost and efficiency factors, when the sites and channels for storing and circulating goods for display are wide enough, and the cost of producing goods has dropped so drastically that individuals can produce them, and the cost of selling goods has dropped so drastically, almost any product that previously seemed to have a very low demand will be bought by people as long as it is available for sale. These products with low demand and sales take up the **** same market share as mainstream products, if not more.

? Long tail market? There are mainly the following three characteristics 1, non-hot-selling products, that is, the products operated in this market are non-hot-selling products, it is not to meet the public for the purpose of meeting the individuality. 2, a single characteristic of the commodity market is narrow. The market for any single commodity in this market is narrow because it is used to satisfy only a small proportion of consumers with a certain individualized preference, but many commodities with different single characteristics converge into a large market.3. Variety, i.e., in the (1)? Abundance economy? state, with a large number of goods of various characteristics. In the past, companies have concentrated all their resources on developing? The big head of the market? In the past, firms concentrated all their resources on the development of the "big head market", that is, because the supply of the industry was not saturated. However, with the development of technology, firms began to have excess production capacity, so in this "big head market", firms focused all their resources on developing the "big head market". The big head of the market? Over-competition began to emerge in this "big head market". Big Head The market value potential is gradually lost, on the contrary, the long-tail market? The long-tail market The potential of the long-tail market is becoming more and more obvious in the new business operating environment, therefore, the development of the long-tail market is becoming more and more important. Therefore, the development of long-tail market is inevitable for the Internet business operation mode.

Analyzing the characteristics of the long-tail market and linking it to the reality of China's movie industry, we can find that there is a huge long-tail market in China's movie industry. First of all, there are non-hot items. China produces more than 500 movies a year, of which only a few dozen are popular blockbusters, and most of the rest are box office flops. These small-scale movies, which are rare at the box office, belong to the category of non-hot commodities. Second, the market for single-characterized goods is narrow. Some of China's small-production, low-budget films are difficult to win public recognition, but are sufficient to satisfy the individual preferences of a small group of consumers. Moreover, these various different styles and types of movies can form a big market when they are united. Third, there are many varieties. China has entered the ? economy of abundance? era, people's cultural life has been greatly enriched, consumption capacity has been enhanced, and more different types of movies have been produced to meet people's needs. From this point of view, China's movie market is fully characterized by the long-tail market. The development of the long-tail market will be the key to the development of China's movie market, and the key to the success or failure of the commercialization of movie companies.

Some studios in Europe and the US have already recognized the importance of the long-tail market and have made it an important means of profitability for their studios. Canada's Lionsgate Movie Company has grasped the long-tail market very well, and stood firm in the fierce market competition in the movie industry. The key to Lionsgate's success is twofold? The offshoot plus the long tail. These two aspects in my opinion are actually the ? Long Tail Theory? The first is the successful application of the Long Tail Theory.

The first is?

First of all, there's the "off-the-wall". For example, Saw, Crash, Fahrenheit 9/11, and other movies deal with horror, racism, and political flirtation. Much of the reason why these kinds of movies are called offbeat is because they are not accessible to the general public. However, these movies can satisfy the individual needs of some people, occupy part of the market, and can also bring the company a lot of box office revenue.

Further, there is the ? Long Tail? The U.S. movie market is filled with big movies, grandiose scenes, perfect special effects, and delightful actors. Behind all this is a huge cost investment. Of course, many blockbusters have been successful, taking in a lot of money at the box office, but after subtracting all the costs, the profits seem to be few and far between. Countless blockbusters have flooded the screen, bringing aesthetic fatigue to the audience, and some blockbusters are still failing at the box office. The high cost of blockbuster production also brings high risk to some of the less powerful movie companies.

(2) As long as there is a blockbuster failure, it is going to close down. Lionsgate Films had the unique insight to discover the market for small production movies. Lionsgate has built a repository of its own films by producing its own small-budget films, acquiring small film companies, and entering the home video business. This repository is the equivalent of a platform that combines a number of long-tailed markets, where countless small markets are linked together to form a sizable market that can compete with the mainstream movie market, and at the same time bring Lionsgate huge revenues.

Summarizing Lionsgate's experience, although it is difficult to match the box office of a single, small-budget movie with that of a blockbuster, by taking advantage of the sheer number of films, and by joining up this part of the market, it is possible to form a large market that rivals that of the mainstream market.

In? Abundance Economy? era. The development of the rapid change,? The development of the audience's personal preferences and The audience's personal preferences and the expression of their individuality are more important than ever before. In the past, we have been focusing on a few? popular? blockbusters, but now the days of one-hit wonders are over. With the cost of storing movies becoming cheaper and the channels of delivery becoming more convenient, a huge number of diverse? cold? movies finally have more opportunities to show themselves, attract people's attention and become our consumption choices. China's movie market is developing rapidly, with a large number of new directors emerging rapidly, followed by a large number of, strangely-conceived and advanced small production movies, which form the long-tail market of Chinese movies. The integration of these markets requires a platform, and the Internet, mobile media, and so on, can serve as such a platform, integrating countless small markets into one big market.

China's movie development can't just rely on a few blockbusters, after all, the main part of the market is the long tail of small movies. China's big movie production and marketing has gradually gotten on track, but the long-tail market of small-production movies hasn't gotten enough attention. Long Tail Theory? provides sufficient theoretical support for the development of these hundreds of movies, but how to transform them into real business opportunities in reality is a huge challenge. In addition to the constraints of their own artistic quality, piracy and illegal Internet downloads have become the biggest obstacle to the development of the Long Tail. How to utilize the platform built by new media to strengthen the marketing of long-tail movies is the problem facing Chinese movies.

I. Widely build digital cinemas to develop potential markets

Digital movies are less expensive than film prints, and the widespread promotion of digital cinemas is conducive to lowering ticket prices and attracting more viewers. The small number of theaters in China, coupled with the screening time taken up by a few blockbusters, has squeezed the screening time for small productions. Adding more theaters can give small-budget films more opportunities.

There are still a lot of untapped potential markets for small-budget movies, such as the market for college students. Compared to other groups of moviegoers, college students have a higher cultural quality and aesthetic ability, and have more abundant time to watch movies. These qualities determine that college students are not only interested in mainstream blockbusters, but also in some small-budget movies. For the college student group, you can use preferential ticket prices, monthly tickets, quarterly tickets, annual tickets and other ways to sell, or provide bundled package services, popular movies and small production movies bundled sales.

Second, the marketing promotion of the TV platform

Among the many TV channels, some channels mainly broadcast movies to the audience, such as CCTV-6. These channels provide free movie broadcasting service for the audience, which is very popular among the public. In China, the popularity of TV is very high, and the popularity of digital TV nowadays has made it possible to establish several movie channels. For small movies, partnering with these channels is a great opportunity to expand the value chain, and the consumer potential of hundreds of millions of viewers is immeasurable.

Third, to carry out the network online VOD service

With the development of IPTV, the network VOD service is also more and more recognized by the people, in the IPTV can provide VOD program, the movie category is the most popular. But the current contribution of this huge market to this movie industry is almost negligible. If the intellectual property rights of movies can be effectively managed, IPTV service will also become one of the important means of profitability for low-budget movies.

Fourth, mobile media marketing

Mobile phones have become popular in China, and now the phone is more and more rich in features, video playback has become one of the essential features of a cell phone. Small production movies can try to cooperate with telecom marketers, providing them with videos, which they will promote to users and gain benefits. People can receive these movies on their cell phones, making it easy for them to watch them anytime, anywhere. Movie studios and telecom marketers can also realize a win-win situation.

Fifth, a variety of publicity

The small movie does not have the strength to go to the scale of the advertising bombing, timing, fixed-point, targeted advertising is wise. In fact, there are many ways to advertise, we do not need to be limited to a range. For example, the video broadcasting devices that exist in buildings, elevators, buses, trains, airports and other locations are good places for small-cost films to place advertisements. Moreover, the audiences in these locations have no other form of entertainment than these videos, and the publicity effect can be guaranteed. In addition, the network is also a cheap publicity platform. The network has the characteristics of large amount of information dissemination, fast dissemination speed and wide audience. At the same time, the network is also the younger generation's favorite way of communication. Therefore, some of the films with pioneering creativity in the network publicity, often can get better publicity effect.

The movie industry as a whole seems to be a sunset industry, but in China, where people's cultural needs are constantly rising, the prospects for the development of the movie industry are bright. As one of the long tails of the industry, there are countless low-budget, small-production films, which are even more promising for China's movie industry. Nowadays, this long tail has not been fully developed, but I believe that, in the rapid development of media communication, the development of the long tail of China's film industry is the trend of China's film development, and it is inevitable for China's film to go global.

References

(1) The Economics of Abundance. or the Economics of Abundance, is a term that Chris? Anderson hangs on to the term. Since he wrote The Long Tail Theory, he's used the Economics of Abundance even more as a basis for discovering the Long Tail. In his view, the economy is traditionally understood as an integrated allocation of the means of production and scarce resources. Whoever can capture the scarce resources becomes the winner. Now, on the Internet, when we can create value through a tool that costs almost nothing, the fruits of the labor of countless producers? Digital "stuff" creates an "economy of abundance". The Economics of Abundance in the Digital Age The Economics of Abundance When users/consumers are confronted with unlimited choices, what they really want and how they want to get it changes dramatically, and a new set of business models emerges. In the digital world, scarcity does not exist.

(2) "Lionsgate Films? The Victory of Long Tail" Chen Bixin, Chen Weihao, Chen Congxiang, Guan Lijian, Ma Mincheng, Mai Junkang 《Shenzhen SAR Science and Technology》200(1)

(3) "The New Media Opens the Era of Long Tail of Movie Market" Siyu, School of Film and Television Arts, Communication University of China 《Contemporary Movies》2008(2)

(4) "The Long Tail of the Market: A Business Operation Model" Bu Huabai, Institute of Applied Economics, Hengyang Normal College, Hanyang, China. (4) "The Business Operation Model of Long-Tail Market" (《长尾市场商业运营模式》) by Huabai Bu, Hengyang, Hengyang.