Bo Hu, female, Han nationality, born in Wuhan, Hubei Province in 1977, master’s degree. She has been teaching in the Department of Editing and
Publishing, College of Arts, South China Normal University for 14 years. She
has published nearly 40 papers in national important journals such as
Publishing Science, Research on Publishing and Distribution, Friends of
Editors, and China Publishing. She presided over the Ministry of Education of
humanities and social science special tasks (the study of the system of theories
of socialism with Chinese characteristics): “the red classics content adaptation
and the research of the socialist core values of contemporary university
students”, and social science planning theory and practice of marxism and the
guangzhou special project “guangzhou red culture and socialist core values and
communication research”.

Contents
Chapter I An Overview of Media Management.........................................................1
Section 1 The General Concept of Media...................................................................1
Section 2 The Concept of Media Operation and Management...................................7
Section 3 Levels and Categories of Media Operation and Management..................27
Chapter II Operation and Management of Media Market.....................................33
Section 1 The Rise and Development of the Media Market..................................... 33
Section 2 Media Market Analysis.............................................................................35
Chapter III Media Organization, Operation and Management.............................57
Section 1 The Form and Characteristics of Media Organization..............................57
Section 2 Principles of Operation and Management of Media Organizations..........64
Chapter IV Media Production, Operation and Management.................................67
Section 1 Media Production and Its Characteristics................................................. 67
Section 2 Management of Media Production............................................................69
Section 3 Media Production and Operation.............................................................. 92
Chapter V Media Human Resource Management.................................................115
Section 1 Selection and Appointment of Media Talents.........................................115Section 2 Training and Development of Media Human Resources........................134
Section 3 The Development of Media Human Resource Management in the 21
st Century....................................................................................................................144
Chapter VI Media Brand Management..................................................................151
Section 1 An Overview of Media Brand Management...........................................151
Section 2 The Value of Media Brand......................................................................160
Section 3 Design and Promotion of Media Brand.................................................. 163
References.................................................................................................................. 174