从1996年中国第一家报业集Ml的诞生起,报业集Ml绩效评价研究就成为理论界和

实务界的热点,但是在众多的研究力中由于选择的评价方法、指不同至今没有系统的

综合的绩效评价体系。随着近两年全媒体转型成为屮H报业发展的最热活题,iH确评价

报业集团绩效对推进报业集团转型升级,促进报业集闭健康、良性发展具有重要意义。

本文在分析国内外学者研究成果的基础上,发现在全媒体化发展趋势下,报业集团

利益相关者与绩效存在着密切的联系,于是从利益相关者的角度对报业集团进行绩效评

价。首先,从理论的角度分析报业集团利益相关者与其绩效之间的关系,由报业集团利

益相关者诉求引导出绩效评价维度,并通过阅读文献并综合考虑报业集团的个性特征,

罗列并筛选得到各个维度的指标。然后利用层次分析法和专家调查法分析得到完整的绩

效评价体系,最后用案例分析的方法验证了评价体系的科学性和实用性,完成实证研究。

通过理论推断和实证研究发现:中国报业集团在全媒体发展中,呈现出许多新的特

征,根据利益相关者理论,其绩效主要表现在责任力绩效、影响力绩效和财务力绩效三

个方面,且重要性程度由大到小依次为影响力、财务力和责任力。同时,实证研究表明:

利用层次分析法和专家调查法把财务指标和非财务指标、定性指标和定量指标相结合的

评价方式得到的报业集团绩效评价效果更佳。本文研究成果可以为管理者从事管理活动

提供重要参考依据,也可以为投资者迸行有效投资决策,政府、监管机构进行监督提供

重要参照。

关键词:报业集团;全媒体;利益相关者理论;绩效评价;层次分析法

Abstract

Since the birth of the first newspaper group in 1996, the Chinese press group

performance evaluation became a hotspot among theoretical and practical circles, but due to

the different choice of evaluation methods and indicators, there has been no systematic and

comprehensive performance evaluation system in these studies. In the past two years, the

all-media transformation is the hottest topics of the development of China's newspaper, and

correctly evaluating Newspaper Group performance have great significance for promoting

Newspaper Group transformation and upgrading and healthy development of Newspaper

Group.

In this paper, based on the analysis of domestic and foreign research, we found that there

is a close link between Newspaper Group stakeholder and performance in all media

development trend, so make a performance evaluation for Newspaper Group from the

perspective of the stakeholders. First, from a theoretical point of view to analyze the

relationship between Newspaper Group stakeholders and its performance, we obtain

performance evaluation dimensions from the demands of newspaper Group's stakeholders.

Then by reading the literature and considering the personality of Newspaper Group

characteristics, list and screen indicators of each dimension. And then use the analytic

hierarchy process and expert survey to get a complete performance evaluation system,

completing the empirical study.

Through theoretical inference and empirical research, we found that: First of all,

Newspaper Group in the development of all media,shows many new features, from the

perspective of stakeholder theory, its performance is made of the responsible force, influence

and financial power performance three parts, and the importance degree followed by influence,

financial power and responsibilities forces; Secondly, empirical study has shown that using

AHP and expert survey to combine financial indicators and non-financial indicators,

qualitative and quantitative indicators, will assess the performance of newspaper Group better.

Research results in this article provide an important reference for managers engaged in

management activities, but also provide important reference for investors to make effective

investment decision and for governments, regulatory agencies to supervise.

Keywords: Newspaper Group; All-Media; Stakeholder Theory; Performance Evaluation;

Analytic Hierarchy Process