The Research Of Publishing Media Integration From The View Of The Information Value-added

The media integration of publishing as an inevitable trend of contemporary print media development, it has become a hot issue of the academic field and the industry field. After exploring and analysising about the research from the Chinese experts and the foreign experts, the author bring up his idea about the media integration of publishing, and try to explore the future development trends of the media integration of publishing.First of all, this article studied the development of the publishing industry and the status quo of the industry integration , and thus start with an analysis on the status quo of the media integration research. After summing the views of the parties, the author provides his view on the media integration of publishing ,and defines the related concepts, such as: media, the media of publishing, the industry chain and other related concepts .This article from the perspective of industry chain that the integration of publishing media integration could have three levels: First, the integration of information or services. Second, the industry refers to the integration organizations. Third, the integration of industries. From this three levels, we could find out the development trends of contemporary publishing industry. The second chapter, the value of the value-added content as a logical starting point, mainly, concerning about the value-added of copyright, brand and the corporate culture,and then providing the theory of the value chain in order to further enhance the significance and influence of the value-added for the publishing industry's development. Chapter three, first, introduced the path of integrated industrial development: from technology innovation to the business integration till the market integration and service integration. Second, introduced the development process and trends of integration from the perspective of the media industry's development. Finally, provided the next big trend on the media industry. Chapter four, explained the formation, development barriers and the development direction on the content of the media integration of publishing. Chapter five, described the formation, development barriers and the development direction on the network integration, Chapter six, described the formation, development barriers and the development direction on the terminal integration. Chapter seven, according to all the previous researches in this digital age, the situation of the media integration's development, the value of all the main media proliferations, including the content providers, publishers, media platform, the media network operators and the related product developers and the media service providers. Finally, the author pointed out that media integration and social development will have a profound impact on the development and eventually become the core of social power, after giving the outlook about the times of "triple play".