Designing Recreation Model in the National Media Based on Two-Demension Balanced Strategic Management Processes

The purpose of this study was designing recreation model in the national media based on two-demensional balanced strategic management processes. The research method was mixed (qualitative-quantitative) and exploratory. The sample size was 272 person and for data analysis, Pearson correlation, structural equation modeling and exploratory factor analysis using SPSS-v21, Smart Pls-v2 and Lisrel-v8 in case of Granded theory were used.The results showed that components of value creation in the national media are understanding the audience's need and demand, understanding technology as a new value proposition, re-shaping the business system, understanding economic and leadership roles and balanced two-dimensional strategic management components are rebuilding the value chain system, focus-based knowledge management, innovation and integration, and interaction with the audience. Also, based on the proposed model, the recreational dimensions have a process and Interaction cycle that can be started at any point of the cycle. However, understanding the audience's need, which is a powerful tool for attracting and keeping the audience and beyond the knowledgment and interactive presence of the audience due to it's importance had placed on top of the cycle and other dimensions are presented in an unordered manner.