In an era of upheaval technology changes，media organizations can only survive by implementing initiative organizational changes to gain broad development spaces. This essay tries to put forward the hypothesis that media organization changes can be researched by two dimensions：organization resource and organization routine，and Chinese legacy media pays too much attention on resource while ignores the importance of the changing of organization routine. After sketchy case studies of SMG and imgo.tv，this essay validated the hypothesis and threw lights on the importance of organization routine changes which is the main factor to cause low effectiveness of media organization changes nowadays.