Media management originates from the management field and is rooted in the media industry, showing relatively unique attributes. The so-called media management refers to the process of studying how media managers coordinate, organize, lead and control the work of media practitioners and make full use of media resources to achieve the established media development goals. The concept of media management can be understood from four aspects: (1) Coordination, organization, leadership and control are all management behaviors, and different management behaviors reflect different management styles, which can produce different management performance. (2) Media practitioners are management objects, but they are not passive tools without flesh and blood, but active subjects with feelings, so it is very important to make them happy. (3) The goal is the goal that media organizations strive to achieve, and it is the basic component of media organizations. Without goals, media organizations lose their reason for existence. (4) Media organizations must obtain and use the necessary resources to achieve their goals, including audience resources, information resources, advertising (financial resources) resources and material resources. Without resource media, it is impossible to organize production and sales.