Research On The Value Chain Reconstruction Of The China News Group

Nowadays, the managerial conditions of China's newspaper groups are undergoing adrastically change. The drastic market competition has been forcing all of the majorparticipants to change their operational philosophy and to establish strategic thinking,reengineering the industry value chain to keep the competitive advantage. Strategicthinking and solving the problem of strategic development is the key point of successfuloperation in the everchanging media market.With the prerequisite of the possibility of rebuilting value chain, this paper focus onthe problems of the newspaper groups in the development of their industry value chain anddesigns the newspaper group's development strategies and implementation measures. Moreaccurately, the recreation of the newspaper group's value chain almost equal to therebuilding of their competition ability. At present, the development of China's newspapergroup has entered into the stage of economies of scale. No doubtedly, the rapiddevelopment of science and technology represented by the rising of network, as well as theemerging international competition which caused by the reality that China has entered intothe WTO, they are two vital factors, from inside and outside two aspects, acceleratedlypush China's newspaper group on change and development.So, to the newspaper groups at the current stage, solving strategic problems is muchmore important than solving tactical problems, for tactical solutions help only localoperation of the company, while the strategic solutions sometimes means sensible andeffectively catch real changes and opportunities brought about by the outside development,and whether we can prepare for a rainy day to avoid the changes brought about by thepossible outside risks.The research trail of this paper as follows: on the sufficient analysis of the reasons andpossiblities of China's newspaper group industry value chain reengineering, design theirdevelopment strategies and make specific suggestions according to this strategic design.The preface mainly explains the background of the paper, the theoretical and practicalmeaning, then reviews the related concept and elaborates the research thoughts,methodsand purposes.The first chapter concentrates on the process of China's newspaper group developmentand the construction of the value chain of the media industry, analyzing the status and characteristics of the newspaper group industry value chain, also pointing out their existingproblems.The second chapter explans the existing problems of the press group's industry valuechain and their possible causes and influential factors then demonstrates that the industryvalue chain can be reengineered.And puts forward the core mission and reengineeringprinciples of value chain recreation.The third chapter portraits the five strategic designs of the value chain recreation.Firstly summarizing the three types of strategy design: the appreciation of the value chain,the conversion and management of value chain, then designing the five strategic recreation,which include media integration strategy (for the requirement of value chain's appreciation),diversification strategy, the capital operation strategy and media strategy alliance (for therequirement of value chain's conversion) and the value chain management strategy. In theend of this chapter, I expounds the construction of the security system in value chain'srecreation.The fourth chapter focuses on the concrete path selection of the implementation of thestrategic recreation. First of all, the basic foundation of path selection are expounded,pointing out that the three keypoints of path choice process which include adjusting to thenetworked tendency of value chain, flexibility tendency trend and identical constructiontrend. And then elaborates two types of path selection: reengineering the core layer of thevalue chain of the press industry and "multi-layer competition" model. Based on this,providing the integration policy of the newspaper group, including media developmentplanning integration strategy, the integration of assets strategy, the business integrationstrategy and organization integration strategy and so on.The main content of chapter five is the case analysis on Chengdu Media Group. Basedon a practical research of Chengdu Media Group, adopting the industry benchmarkinganalysis method, investigating their beneficial attempt on the construction of industry valuechain. Moreover, I also describes some important approaches in newspaper media group'sindustry value chain recreation, which I believe could provides a good reference to thedevelopment of other newspaper groups.