【正文】 Model ?Direction ?Skills and mindsets ?Power ?Motivation ?Information 67 WANG Hong, TV Dept. CUC Fundamentals of Media Management Design Process: 1. Describe Present Strategy 2. Describe the Organization (focus on structure and process) 3. Analyze and identify the problems of the anization or the misfit between strategy and structure. 4. Discuss the ways to solve the problems, reanize or coordinate? 68 WANG Hong, TV Dept. CUC Fundamentals of Media Management Design Process: 1. Describe Present Strategy 2. Describe the Organization (focus on structure) 3. Analyze and identify the problems of the anization or the misfit between strategy and structure. 4. Discuss the ways to solve the problems, reanization or coordinaton? 69 WANG Hong, TV Dept. CUC Fundamentals of Media Management “ Structure Follows Strategy” Chandler(1962) 70 WANG Hong, TV Dept. CUC Fundamentals of Media Management Mission The overall goal for an anization is often called the mission—the anization’ s reason for existence. ?The mission describes the anization’ s vision, its shared values and beliefs, and its reason for being. ?It can have a powerful impact on an anization. mission = official goals 71 WANG Hong, TV Dept. CUC Fundamentals of Media Management Organizational Strategies and Design A strategy is a plan for interacting with the petitive environment to achieve anizational goals. Goal: define where the anization wants to go Strategies: define how it will get there. 72 WANG Hong, TV Dept. CUC Fundamentals of Media Management Example: Goal: 15% annual sales growth. Strategies: that goal might include aggressive advertising to attract new customers, motivating salespeople to increase the average size of customer purchases, etc. 73 WANG Hong, TV Dept. CUC Fundamentals of Media Management “ Strategy Follows Structure” ? Hall and Saias(1980), Frederickson(1984,1986), Kuhn(1979,1986) 74 WANG Hong, TV Dept. CUC Fundamentals of Media Management SARFT The State Administration of Radio, Film and Television Propaganda Department of the CPC Central Committee Information Office (State Council) Foreign Propaganda Office (CPC Central Committee) State Council Orders, directions, policies and guideline Appointment Advertisers Audience China Central Television CCTV Time with Audience Money I n f o r m a t i o n Entertainment A t t e n ti o n money 75 WANG Hong, TV Dept. CUC Fundamentals of Media Management CCTV’ s Strategy: It’ s mission: the mouth piece of the party, government and the public It’ s goals: based on the fulfillment of the mission to maximize the profit through building famous channel brands in China. ……………… What about the public? 76 WANG Hong, TV Dept. CUC Fundamentals of Media Management Design Process: 1. Describe Present Strategy 2. Describe the Organization (focus on structure) 3. Analyze and identify the problems of the anization or the misfit between strategy and structure. 4. Discuss the ways to solve the problems, reanization or coordinaton? 77 WANG Hong, TV Dept. CUC Fundamentals of Media Management Research Point: Organizational Structure Specialization Shape Distribution of power Departmentalization 78 WANG Hong, TV Dept. CUC Fundamentals of Media Management Specialization: refers to the types and numbers of specialties to be used in performing the work. Shape: determined by the number of people forming departments at each hierarchical level. the number of people in a department: span of control 79 WANG Hong, TV Dept. CUC Fundamentals of Media Management Distribution of Power: Vertical distribution of decisionmaking power and authority centralization or decentralization Horizontal distribution of power the leader needs to shift power to the department dealing with missioncritical issues 80 WANG Hong, TV Dept. CUC Fundamentals of Media Management Departmentalization or Configuration: refers to the choice of departments to integrate the specialized work and form a hierarchy of departments the choice of type of department is made at each hierarchical level 81 WANG Hong, TV Dept. CUC Fundamentals of Media Management Basic forms of department form: Functional structure Divisional structure Matrix structure 82 WANG Hong, TV Dept. CUC Fundamentals of Media Management HEADQUARTERS Top Management DEPARTMENT Operations DEPARTMENT Marketing DEPARTMENT Finance DEPARTMENT Human Resources Functional Structure 83 WANG Hong, TV Dept. CUC Fundamentals of Media Management Strengths of Functional Structure Gathering together all workers of one type allow them to transfer ideas, knowledge, and contacts among themselves. Allows them to achieve a greater level of specialization 84 WANG Hong, TV Dept. CUC Fundamentals of Media Management Advantages of Functional Structure Using the example of a single purchasing function in operations, pooling the workers allows the pany to present a single face to vendors and exercise buying leverage. possibility to realize economies of scale permits more scale and specialization 85 WANG Hong, TV Dept. CUC Fundamentals of Media Management