Study On The Value Chain Of Chinese Newspaper Groups

In order to find a way of rebuilding the value chain of Chinese newspaper groups, this dissertation focuses on the framework and analytic methods of value chain theory, which can help all the Chinese newspaper groups analyze their own characteristics, replan the value activities, redefine precisely the mode of value chain, adjust the relationship between the value chain and the organization, arrange the strategic guidance properly and struggle for more possible completive advantages in the press market.This dissertation pays much attention on the definition of value chain, which means, it distinguishes three similar definitions-value chain, supply chain and industry chain which are confusing in the related field. It clarifies what the research want to study and it also lays the foundation of the reestablishment related the value chain of Chinese newspaper groups.The paper gives a concrete review and description about the development of the value chain of Chinese newspaper groups, and it lays out the process of the value chain of Chinese newspaper groups, from traditional value chain, integrated value chain, diversiform value chain to the virtual value chain. What mentioned just now describes the form of usual value chains and draws a conclusion about the model of newspaper groups’ value chain in China. Michael Porter’s Value Chain Model is regarded as the foundation in the dissertation, and can be transformed into several different models according to different value chain. The models of the newspaper groups’ value chain display the changes of the different states, which can facilitate the comparison of the differences and understand its evolution rules directly.With the help of the value chain theory, the paper does researches on the Hubei Daily Newspaper Group, especially on their business affairs, through which can test and verify the usability of some related theoryAccording to the characteristics, this dissertation identifies, classifies these value activities so that we can understand the relationship both among the different businesses of inner value chain and among the different enterprises of outer value chain. What’s more, the paper optimizes the value chain, including emphasizing, developing and fostering the dominant parts while weakens, diminishes and avoids the inferior ones. The paper also brings out the definition of weight of value activities, and offers the values of various value activities, which helps reorder these activities through expert investigation method.On the basis of mentioned study, the paper investigates the application of different competitive strategies and analyzes the cost dominant strategies, differentiated strategies and marketing strategies.This dissertation also puts forward a promising future about the tendency that value chains of Chinese newspaper groups will develop into value net and international value chains.