浅议广电传媒业企业化经营模式的选择

广电传媒产业进行企业化经营现在已经是一种必然，采取哪种经营模式是广电传媒产业企业化经营能否取得成功的关键。通过对6种企业经营模式的理论分析和上海文广集团、凤凰卫视形象经营的成功范例，并结合广电传媒业自身的特点，提出了广电传媒产业应以形象经营做主导经营模式的论点。

The Choice of the Enterprise-like Operation modes of the Radio and Television Medium Industry

At present, the enterprise-like operation has become the necessity for the radio and television medium industry, and what kind of operation mode is adopted is the key for the success of the enterprise-like operation of the radio and television medium industry. Through the theoretical analysis of the six kinds of enterprise's operation modes, and referring to the successful examples of the image operation of Shanghai Wenguang Group and Hong Kong Phoenix Satellite Television, and connecting with the features of the radio and television medium industry itself, this paper puts forward the opinion that the radio and television medium industry should take the image operation as the leading operation mode.