自20世纪90年代,我国传媒业真正开始市场化运作以来,业内竞争日趋激烈,迫使媒体越来越重视自身核心能力的培育和打造。而以出售内容产品和受众资源为特征的传媒产业,是一种典型的智力资本行业,新颖的内容、独到的思想、创意的编排,均有赖于员工的素质和能力水平,从而对于传媒教 Since the 90s of 20th century, when the media industry in our country has really started to operate in a market-oriented manner, the competition in the industry has become more and more fierce. This has forced the media to pay more and more attention to nurturing and building their own core competencies. The media industry, which sells content products and audience resources, is a typical intellectual capital industry. The novel content, original ideas and creative layout depend on the quality and capability of employees,