Abstract:

With the more and more intense competition of media market, the correct analysis of the competitive environm
ent and evaluations of the competitiveness become the important issues of management of media strategy. The existing
evaluation system is not sufficient to react to the internal and potential competitive advantages of medias. Therefore, the
problem of evaluating media competitiveness has been kept gradually a watch eye. But as a new field, it’s more necessary
to set up a scientific and precise standard to unite scholars which is researching in management science and communication
science, and to explore core problems. This paper has special characteristics of research object in mind and tries to build
a research form for scholars including disciplinary position, basic concept, theoretical basis, methodology and analytical
framework.