成就卓越：传媒产品创新分析——一种行为与能力的分析范式-achievement excellence analysis of media product innovation —— an analysis paradigm of behavior and ability.docx

?立革事3军 耐创新规划主要实现这 目标传惚在捕获良好市场机遇的阳时!如何降低单位 创新之间柑互抑制导致的效率损失 徒高资源配置的战略妓用 传媒创新能力与 创新行为之间关系协调构成了传媒产品创新规划的核七价值。本文认为，传媒产 品创新规划要以核心能力扩张为战略起点 有限相关多元化是传媒快现做大 做 强战略目标的基水成长方向 关键词。传楞F品@J新 传练成妖 j} lJ黯仿机 分号是可: G206.2 I 目73.2 ! P062 .4 口 淦文编要 In Search of Excellence: Media Product Innovation An Paradigm for Behavior fmd Competcnce Abstra? By 姐时yzmg 由is lhesis makes both positive and normative resear.叶h into 吐 lllnova山ng processes 血at mass medium inst?tution has beenengagcd in 吨川hich i one of lbe ways media live on. ln an ende而哑0 ωnslrucl a framework of systemalically analyzing me，也a innovaling and pracαng as welJ， 问 0 阳 dimcnsiom-behavior 缸 d competence ，in lhe vicw 10 such involved part8 a the d町ivation ofvalue in medium products 、eva\ualion ofinnova 出fe merils、由signing of m也cing and some ∞nstraiuts involved Media growtb is dcfincd as media 区啊nlinuous slate that can be rep陀明内 cd by an mcrease m quantity川 and a nsform in quali粤 As 80me physical outpul. media produ C1s repre陆川出， 旧tcome of a11 of lhe innovative behavior and aclually mark media growlh ? Meùia growlh results 位 om its extemal markel struclurc and its intcmal competen 山。Assumi鸣 that med 川a organ田 on is the subjcct 01 innovative behavio! ，this the5is chooses innovative beh剧。r from external- based growth advantage and intemal - ba泣d ∞∞mψetence advantage for the pllrpo e uf collsidenng and mcasuring innov3tive efficicncy and its constrints involved 。 In the s阴阳。f media 町ganization ， media a 飞 1 阳odUCl innovation c皿α町 I ∞nstraj ed by 1) extemal media Jndllstry and markct 5tructure 2) media market 怀旧tion 3) media cogn由on of target group andαnlacl habits 4) media managemenl S严m 引intcmal media ∞m 严tence ∞rc rigidities 6) organi7.alion systcm 7) resourcc level8l m皿agcmenl conαpliono Il is impcrative for media 10 impm川 thc conditions tαinnovating and brcaking through conslraint电， intcrnal and extemal ， bv disαW町m唱 肌w knowledge 、出veloping the ability to leam，for ng mcdia ent盯preneurs s