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The Construction Of Industrial Value Chain Of China Publishing Group In The Context Of Media Convergence

Posted on:2011-11-13Degree:MasterType:Thesis
Country:ChinaCandidate:F F ShenFull Text:PDF
GTID:2178360308955480Subject:Communication
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The traditional industrial value chain of China publishing group has gradually lost its edge under the impact of media convergence. The entire publishing industry is facing challenges of transition to digital publishing. Meanwhile, the development of China publishing group is still in an exploratory stage, so it still faces big challenges to make itself much stronger.From the theory of value chain, this article first defines the concepts of value chain, industrial chain and industrial value chain, then it introduces characteristics and its key points of industrial value chain, after that, it summarizes the development of China's publishing industry and its industry value chain.In the second part, this article mainly analyses key sectors of publishing group value chain with value chain analysis, and how they gain competitive advantages based on these key sectors. Finally, learning from the development of domestic and overseas large publishing groups, this article summarizes four basic patterns of publishing industry value chain's construction.The third part introduces the concepts of media convergence, describes the links between media convergence and construction of industry value chain. It points out the invariably change of industrial value chain of traditional publishing group. Then comprehensively exposition the process of reconstruction of publishing industry value chain from the sides of distribution channel, digital publishing, and reading terminal. At the end of this article, taking North United Publishing & Media Group and Anhui Publishing Group as an example, it analyzes basic value system and industrial value chain evolution of these two companies with comparative methodology. Meanwhile, with the analysis of two companies'annual report of 2008 and 2009, the author put forward her own thoughts and suggestions on advantageous resources integration of these two companies and how to occupy the key link in new industrial value chain construction.
Keywords/Search Tags:industrial value chain, publishing group, media convergence
PDF Full Text Request
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