COMPREHENSIVE EVALUATION MODEL OF MASS MEDIA ENTERPRISE COMPETITIVENESS FROM THE PERSPECTIVE OF STRATEGIC MANAGEMENT

The existing mass media enterprise competitiveness comprehensive evaluation model has the problem of unclear enterprise competitiveness index, resulting in poor interpretation. A mass media enterprise competitiveness comprehensive evaluation model from the perspective of strategic management is designed. Taking the market demand as the leading factor, extract the bilateral market characteristics of mass media enterprises, obtain the model coordinates by factor analysis method, group the variables according to the correlation between variables, obtain the enterprise competitiveness index from the perspective of strategic management, standardize the indicators of different measurement units, and adopt the multi index measurement and evaluation method, The ant colony algorithm is used to set the comprehensive evaluation mode. Experimental results: the average explanatory power of the mass media enterprise competitiveness comprehensive evaluation model in this paper and the other two models are 22.401%, 16.701% and 16.970% respectively, which proves that the mass media enterprise competitiveness comprehensive evaluation model from the perspective of strategic management has stronger competitiveness.