A Study of the Divisional Performance Evaluation Optimization of Hunan Traffic Radio
|School||Central South University|
|Keywords||divisional efficiency evaluation Hunan TrafficRadio Channel "three dimension-two-element" model|
With the great progress of the reform of China’s media system and intensified competition, the radio media in some regions is "marginalized". The formerly strong and prosperous Chinese Traffic Radio stations, including the leading Hunan Traffic Radio, are at the watershed of development because of the descending of both the listening rate and the market share. Carrying out optimization study and exploration on the divisional performance evaluation of Hunan Traffic Radio is to the advantage of motivating the enthusiasm of the staff in all the divisions, speeding up the accomplishment of the strategic targets of this channel, and achieving the Traffic Radio’s prospect of overtaking at the "breaking point" and recreating glorious performance. Therefore this paper is of great practical significance, and serves as a typical example in its trade.Firstly, this paper presents a literature review about performance evaluation of media organizations with emphasis on the study of the ’Three-dimension and Two-element" evaluation model. Secondly, it investigates the current situation of the divisional performance evaluation of Hunan Traffic Radio Channel and has found out the existing problems and their causes. It has also analysed and defined divisional functions of the Traffic Channel. Based on the analysis and definition, it analyses the framework by the "Three-dimension and Two-element" model to set the performance evaluation indexes for key performance divisions of Hunan Traffic Channel from three dimensions namely the political, the economic and the public dimension. The post performance evaluation indexes of support divisions are set by quantified forms, therefore an optimized scheme of divisional performance evaluation of Hunan Traffic Channel is established in which common and uncommon jobs are evaluated separately. Different performance evaluation indexes are established for key performance divisions and support divisions respectively based on their appropriate features, while co-operation among divisions is also taken into account, thus the performance of each division is related with each other. Finally, it has also proposed organizational, financial and systematic support measures as well as strategies for the enforcement of the optimized scheme according to the obstacles that might be encountered during its implementation process.The results show that based on the combination between the "Three dimensional-Two-element" evaluation model and the quantified form evaluation which takes the targets as the guidance and takes into account the stakeholders, the optimized performance evaluation scheme will be effective. It will encourage the staff to be active and enthusiastic and contribute to the fulfillment of strategic goals, and promote coordinative development among different divisions.