Study of Corporate Culture and Knowledge Management Cognition on TV Stations

• Main Author: 李昆昇
• Other Authors: 麥莉娟
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/15439044758724543782

碩士 === 銘傳大學 === 傳播管理研究所 === 91 === With the trend of globalization and technology, media industries are under the rapidly changing environment. Due to this, new thoughts and novel management models are growing up. This study targets at TV stations in Taiwan, focuses on fundamental business management, that is corporate culture, and on knowledge management which is emerging these years. Moreover, because knowledge management has not been formally introduced in most media companies, this study emphasizes on the media companies’ cognition aspect of knowledge management. As a result, the research questions of this study, at first, describing the facts of seven TV stations’（They are TVBS, ETTV, FTV, SET, CTV, CTS, and TTV.） corporate culture and cognition of knowledge management which includes cognition of knowledge assets, cognition of knowledge management activities, and perceived benefits of knowledge management; secondly, finding the correlation between corporate culture and cognition of knowledge management. Study process has three steps. At first, to find how Chinese culture influences corporate culture by literatures reviewing and in-depth interviewing, plus Hofstede’s corporate culture model, then proceeded to pretest. Secondly, the formal questionnaires were formed after pretesting, and then questionnaires were delivered to top managers of the seven TV stations. 70 questionnaires were delivered and 60 managers responded to the questionnaires. The third, this study continued to interview the managers according to the outcomes of data analysis in the second step. Finally the results of the study are as follows： 1.It shows that there is variance between terrestrial and cable TV stations. Companies which established over 10 years differ from the ones below 10 years in corporate culture. The main factor is about the company’s development history. 2.There is difference between cognition of knowledge assets and knowledge management activities, and also between companies established over 10 years and below 10 years in knowledge assets. However, there is no significant difference between knowledge management activities and predicted effort. The results shows that the companies which have not been introduced knowledge management will feel vague in knowledge management activities and perceived benefits, and they can only identify the existed knowledge assets. 3.There is correlation between knowledge assets and knowledge management activities in corporate culture, but between corporate culture and perceived benefits of knowledge management has no clear variance. After introducing knowledge management, a company must identify what culture impacts are first to choose the right management model because its own business culture will influence the cognition toward knowledge it-self and managing approaches.