Research On The News Group Competition Strategy Based On The Value Chain Reconstruction

Currently in China, the newspaper industry is in the change period which both system and mechanism revolute violently. In this period, the traditional monopolistic structure of Chinese newspaper industry has been broken, and the domestic and abroad competitors upsurge and the newspaper market competes gradually vigorously. At the same time, the mode of production and communication of the newspaper industry also took place the huge variety, instant, interaction, conjecture and diversified characteristics are gradually obvious, and the traditional receivers' loyalty is subjected to the rigorous test. However, the newspaper group, as the body of newspaper industry, has not fit and flexible strategies to suit the change situation. So newspaper industry group faces the more rigorous existence and development pressures.Essentially, the competition of the modern newspaper industry is the competition of the value chain, but the competition corpus of the industry market-newspaper group still exists the various problems: lacking the comprehension to the oneself value chain, and identifying unclearly to link added value; the strategic node within value chain is not clear in meaning, the core competence is not outstanding; the value chain is short and insufficient, the source of the group profits is single; the internal resources of group installs in, appropriately, an operation of value chain is not smooth and so on. Moreover, in the aspects of requiting the industry value chain management theories study, the most of the domestic and abroad research is placed in the related concepts, principle such as the quality research. The comprehension and understanding of mechanism and characteristics of the newspaper group value chain still not enough. Therefore, these researches have not real meaning to formulate the value chain of the newspaper group and work out the competitive strategies.Owing to this, this thesis combined the knowledge of the economics and management and communication, study and analyze the newspaper group value systematically, and studies systematically to work out the competitive strategies.Facing the competition environment, the newspaper group that is different from general industry runs the information product, having the modes of the two sale, namely from subscription and retail. Drawing on readers' attention it converts into the actual purchasing power to obtain the twice sale income, namely the issue income that first sale and the second ad revenue. And the newspaper group still needs to face two markets, namely visible market constitute by newspaper and advertisement and the invisible market of the influence and formation. Owing to this, the value chain of the newspaper group is different from the other industries'. In order to maintain the competitive advantage, the newspaper group must compete in the two markets at the same time and grow the homologous competition ability. Thus it can also satisfy the government, reader and advertise the company's need.In fact, the outside factors influencing value chain of the newspaper group contain the macroscopic policy, profession variety and social cultural etc., and the inside factors include receivers' needs, earnings mode, the resources structure and install the way...etc. According to the above-mentioned analysis, the value chain of the newspaper group is divided into the basic value chain, the extended value chain and the expended value chain, the virtual value chain and the value network. Among them, the basic value chain includes running, printing and publishing the newspaper and advertisement, in which running newspaper is the core link. Different value chain have the different functions to formation of the value, the co-functions of value chains make newspaper group have the stronger competitive ability.Owing to the deep analysis and all new classifications of the value chain, the newspaper group adopts two kinds of methods: the professional extension type and diversified expand types. The former is to make the core link of the newspaper group's value chain adequate and strong, or expand the value chain of the report industry toward other professions, much to order to produce and order the sustaining value chain more, making the cost of the link compensate and lower currently. This method has two kinds of choices: the "fountain type" and the "whirlpool type". The "fountain type" is to create the core contents product by means of the core information source advantage, the information processing mode advantage and the operating mode advantage, then through many kinds of mediums, expanding the core advantage on the region space or the business scopes outwardly, developing the core customer's community of the high loyalty, at the same time for newspaper group to develop the new income outlet. The latter is to construct the medium organization that the existence repairs the advantage with each other with the non- medium organization with the strategic alliance form and make the industry chain longer. It can ask for help from the brand advantage of the business enterprise generally; expand toward other related industries, to become a new way to increase value. In practice, the newspaper group can recombine according to the value chain recombination model of this thesis, namely the information products as the core, newspaper, television, broadcast, magazine, book, CD etc as the path, plan, production, printing, issue, advertisement and the other related or not related industry's development as the production line, construct the business-value operating system.Certainly, the newspaper group must still notice to carry on the valid management to the homologous key node in process of recombination, in this process, make the new value chain run smoothly. For example, in basic value chain and the extension value chains, the contents production should hold many times of information full exploitation, and it reflects the effect of cost decreasing; the print management assurances the printing ability of maximize, carrying out the scale income; the publish management controls the channel reasonably and makes comprehensive use of the network; the advertisement management should innovate the mode of advertisement and extend the service means. In expanding the value chain, to carry out the scale and the brand effects, diversified management that passes the adequacy is asunder the investment risk, expanding the worth space. In virtual value chain, ask for help the basic information to increase in value the activity and additional and worth activities, carry out the information in the cyberspace of increase in value well. In the value network, according to the different ways of creation and realization of value, the group should gathers effectively the resources that related corpus own, and realizes the added value in the cooperation.The change of the environment leads to the recombination of value chain, and also leads to redesigning of competitive strategies. Therefore, this thesis puts forward the value chain and competitions strategic to connect the interactive model. Must consider the value chain composing of the oneself while carrying on the strategy choice towards connecting the interactive model, though there many strategies the newspaper group can adopt, they must consider the formation of their value chain, and according to the characteristic of the chain, choose of the competition strategy. For example, at the basic value chain level, the newspaper group can compete a certain or several kinds in the strategy generally according to the characteristics choice of themselves; at the extending value chain level, the business enterprise can choose the integral whole to turn to compete the strategy; at the expanding value chain level, the business enterprise can choose diversified competition strategy of surround the core dint; at the virtual value chain level, the business enterprise can choose a strategy; at the value network level, the business enterprise can choose the "win-win" mode of competitive strategies.The innovation points of this thesis are the following:1. Put forward the new classification of the newspaper group value chain for the very first time, laid the theories foundation for the value chain recombination of our country' newspaper groups. This thesis makes use of the economics and management and communication theories, aiming at the special of newspaper industry, in introspecting the foundation of the traditional value chain, divides the value chain of the newspaper group into five parts: the first is the basic value chain, namely the newspaper contents producing, printing, publishing and advertising; the second is the extending value chain, relying on the newspaper, the execution value coupling order horizontal with lengthways of industry extend; the third is the expanding value chain, making use of newspaper industry's brand, extending in other related fields; the fourth is the virtual value chain, making use of the market opportunity, letting the individual link of the newspaper group get into the market; the fifth is the value network, the value chain of the newspaper group connecting with the outside business enterprise's, exerting the potential of the competition cooperation.2. According to the new classification of the newspaper group's value chain, the new model-"Symmetry model" is put forward to recombine the newspaper group's value chain of our country. According to this model, the value chain recombination of our country's newspaper group can adopt two kinds of methods: the professional extension type and diversified expand types. The former is to make the core link of the newspaper group's value chain adequate and strong, or expand the value chain of the report industry toward other professions, much to order to produce and order the sustaining value chain more, making the cost of the link compensate and lower currently. The latter is to construct the medium organization that the existence repairs the advantage with each other with the non-medium organization with the strategic alliance form and make longer the industry chain. That mode holds the most basic development trend of the newspaper industry value chain under the dynamic environment, and deeply analyzes this trend and the main factors in the process of making policy, and the valid management of the homologous key node in the process of recombining.3. Based on the recombination model of the value chain, the new model-"Target model" is put forward to design the newspaper group's competitive strategy of our country. According to this model, though there are many competitive strategies that the newspaper group can choose, it must consider the formation of the value chain and choose the relevant competitive strategy according to the characteristic of the value chain. And its basic purposes are to improve the receiver (readers, ad merchants) value, to strengthen our newspaper groups' competitive advantage.