This paper analyzes the status quo of China’s media performance evaluation, elaborates the meaning of the construction of media performance evaluation system, sets up such three dimensions as “bringing benefit to media”, “asking for benefit from media” and “protecting the benefit for media”, determines the core benefit owners, stakeholders and potential beneficial owners, further demonstrates that the main body to evaluate media performance is the administrative departments, investors, advertisers, media workers and audiences of media, There are six kinds of media performance evalucetion mechanisms such as twobenefit combination mechanism, the mechanism of the combination of behavior process and result achievement, performanceefficiency combination mechanism, powercapacity combination mechanism, communicatoraudience combination mechanism and quantitativequalitative combination mechanism.