CAJ | 학술논문

从“给媒体带来利益”与“对媒体索求利益”“为媒体维护利益”三个维度,可以确定媒体的核心利益者、相关利益者和潜在利益者,进而明确媒体绩效考评的主体是媒体党政主管部门、媒体投资者和广告商、媒体工作者和受众.媒体绩效考评机制有六种：两个效益相结合机制、行为过程与结果成果结合机制、业绩与效率结合机制、实力与能力结合机制、传者与受者结合机制、定量与定性结合机制.
종“급매체대래이익”여“대매체색구이익”“위매체유호이익”삼개유도,가이학정매체적핵심이익자、상관이익자화잠재이익자,진이명학매체적효고평적주체시매체당정주관부문、매체투자자화엄고상、매체공작자화수음.매체적효고평궤제유륙충：량개효익상결합궤제、행위과정여결과성과결합궤제、업적여효솔결합궤제、실력여능력결합궤제、전자여수자결합궤제、정량여정성결합궤제.
This paper analyzes the status quo of China＇ s media performance evaluation, elaborates the meaning of the construc- tion of media performance evaluation system, sets up such three dimensions as ＂bringing benefit to media＂, ＂asking for benefit from media＂ and ＂protecting the benefit for media＂, determines the core benefit owners, stakeholders and potential beneficial owners, further demonstrates that the main body to evaluate media performance is the administrative departments, investors, ad- vertisers, media workers and audiences of media, There are six kinds of media performance evalucetion mechanisms such as two- benefit combination mechanism, the mechanism of the combination of behavior process and result achievement, performance-effi- ciency combination mechanism, power-capacity combination mechanism, communicator-audience combination mechanism and quantitative-qualitative combination mechanism.