Walters, Convergence 2000 Levine 2001 Levine 2001 Carl Hausman, 1992 Bernstein, S., 1994 Albarran, Alan B., 2002; Friedlein, As

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1 21 : The Trend of Communications Operation Management under Digital Wave Abstract In the past, practicers and researches on media production rarely focused on the operations level, for the reason that the scopes of the media product are much diversified and the process of implementing the innovative ideas into media product is a nonlinear process in nature. In the 21 century, the nature of media industries has tremendous changed under the digital wave, which leads them into the phenomenon of convergence. In this opportunity, authors reviewed media production process and took advanrage of information technologies to develop new Communications Operation Management model. Hence, the new Communications Operation Management model called Web based collaboration operation mechanism was structured on operation management technical tranfers and internet based information technologies. Media production memebers could practice remote creative collaboration, creation collaborative team, and information integrated platforms to increase the effectiveness and efficiencies in this mechanism. Keywords: Communications Operation Management; digitization; technology transfer; collaboration

2 Walters, Convergence 2000 Levine 2001 Levine 2001 Carl Hausman, 1992 Bernstein, S., 1994 Albarran, Alan B., 2002; Friedlein, Ashley., 2001; Sohn, A. B., Wicks, J. L., Lacy, S. & Sylvie, G.,

3 Managing of electronic Media WEB PROJECT MANAGEMENT Managing In The Media Telecommunications Management Media Management: A Casebook Approach New Direction In Media Managment

4 (parent children relation) Office Automation Personal Information System Management Information System Decision Support System Executive Information System

5 (ownership pattern) Shaver, Hilliard (1989) England & Finney, 1999 Shareman, 1995 Tony Buzan

6 Young (1994) Gooch, 2002 (Hirsch, 1972) Powell(1989) (project-based craft industry)

8 stakeholders Will Lavine & Wackman

9 2002 Block(2001) PMBOK PMBOK 2000 Bagur(1987) Tidd 1997 Ounjian(1987) Roger, 1972 Samli,

10 Hilliard, 1989 Rogers(1983) Drum-Buffer-Rope (Gollrate, 1986) (Peter Block, 2001) PMI(Project Management Institute) PMBOK Ashley, 2001 Englan & Finney,

11 Baker 1999 Cobble-together system Henry and Hartzler (1998) Palmer 2001 Bal & Foster Voice mail Fax

12 Bal & Foster (people) (process) (technology) 12 Goldratt Huang & Mak(1999)

13 Bollapragada / Baker 1999 / Bal & Foster(2000) Palmer 2001 Goldratt 1997 Huang & Mak(1999)

14 Huang & Mak(1999) Bollapragada 2002 Bollapragada 2002 Goldratt 1997 Critical Chain Levine

16 Albarran, Alan B. (2002). Management of electronic media 2nd ed. Wadsworth: Thompson Learning. 15. Bagur, J (1987), Comments made at Federal Laboratory Consortium Conference on Technology Transfer, U.S.A. Department of Commence. 16. Bal, J. & Foster, P. (2000), Managing the virtual team and controlling effectiveness, International Journal of Production Research, 38(17), pp Bernstein, S. (1994): Film Production (Second Edition). Oxford: Focal Press. 18. Bollapragada, S., H. Cheng, M. Phillips, M. Garbiras, M. Scholes, T. Gibbs, and M. Humpreville (2002), NBC s optimization systems increase revenues and productivity, Interfaces, Vol. 32, No. 1, pp Carl Hausman (1992), Crafting the news for electornic mediawriting, reporting and producing, CA: Belmont. 20. Elana Levine (2001). Toward a Paradigm for Media Production Researh: Behind the Scenes at General Hospital, Critical Studies in Media Communication, Vol. 18, No. 1, pp Ellen Baker, John Geirland, Tom Fisher, Annmarie Chandler (1999), Media Production: Towards Creative Collaboration Using Communication Networks, Computer Supported Cooperative Work, v.8 n.4, pp England, E. and A. Finney (1999). Managing Multimedia: Project Management for Interactive Media, England: Addison- Wesley. 23. Friedlein, Ashley. (2001). WEB PROJECT MANAGEMENT-Delivering Successful Commerical Web Site, San Francisco: Morgan Kaufmann Publishers. 24. Goldratt, E. M., (1997). Critical Chain, NY: North River Press. 25. HENRY, J.E. & HARTZLER, M., (1998), Tools for Virtual Teams, Milwaukee, Wisconsin: ASQ Quality Press 26. Hilliard, R. L., (1989). Television Station Operations and Management, USA: Focal Press. 27. Hirsch, P., (1972) Processing fad and fashion: An organization-set analysis of cultural industry system, American Journal of Sociology, 77(1), pp Huang, G. Q. & K. L. Mak (1999). Web-based Collaborative Conceptual Design, Journal of Engineering Design, 10(2), pp John Casey Gooch (2002). Interdisciplinary group process as an indeterminate zone for collaboration and technical communication :a case study of proposal writing for an immune building and test bed, Mich: University Microfilms International. 30. Lavine, J. M., & Wackman, D. B. (1988). Managing media organizations: Effective leadership of the meida. New York: Addison-Wesley. 31. Ounjian, M. L. and E. B. Carne (1987), A Study of the factors Which Affect Technology Transfer in a Multilocation Multibusiness Unit Corporation, IEEE Transaction on Engineering Management, Vol.34, No.3, pp Peter Block (Editor), William Houseley, Tom Nicholls, and Ron Southwell (2001). Managing in the Media, OXFORD: Focal Press

17 33. Powell (1989), Newspaper News Sources and the Limits of Diversity, Journalism Quarterly, 64(1), pp Project Management Institute (2000). A Guide To The Project Management Body Of Knowledge (PMBOK guide), Pennsylvania: Project Management Institute, Inc. 35. Rogers Everett M. (1983), Diffusion of Innovation 3rd ed. New York: Free Press. 36. Rogers (1972), Key Concept and Model Inducing Technological Change for Economic Growth and Development, Michigan State University Press. 37. Samli, A. C. (1985), Technology Transfer: The General Model. Technology Transfer: Shaver, M. A. (2000), Special Issue on Trends in Media Management for the 21st Centruy, Journal of Media Economics, Vol. 13, Issue 2, pp Sherman, B. L., (1995).Telecommunications Management: Broadcasting/Cable and the New Technology., Singapore: McGraw-Hill, Inc. 40. Sohn, A. B., Wicks, J. L., Lacy, S. & Sylvie, G. (1999). Media Management-A Casebook Approach 2nd Ed. New Jersey: Lawrence Erlbaum Associates 41. Tidd, J., Bessant, J., and Pavitt, K., ( 1997 ), Managing Innovation : Intergrating Technological Organizational And Market Change, John Wiley: Chichester. 42. Walters (1995), Computer-Mediated Communication- Multimedia Applications, London: Artech House. 43. Will, M (2000). Why Communications Management?, The International Journal on Media Management, Vol. 2, No. 1, 2000, P Young, J. W., (1994). A Technique for Producing Ideas, 3 rd ed., Lincolnwood, IL: NTC Business Books

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创新经济时代来临, 面对快速变迁与激烈竞争的市场环境, 企业必须藉由持续开发新产品, 才能应对产品生命周期急剧缩短所带来的经营危机因此, 产品经理不但扮演了统合项 NPDP 国际产品经理认证 New Product Development Professional 迎接产品经理的黄金时代成就掌握产品开发全方位知识体系的实战型产品经理活着就是为了改变世界 To live is to change the world STEVE JOBS 最伟大的产品经