Hunan Daily Newspaper Group Based On The Value Chain Optimization Study

Since the 21st century,digitalization and networking have made a tremendous impact on Chinese newspapers.The rapid development trend lasting for more than ten years,it has given way to an inflection point. China's newspaper groups are strongly influenced by policy,market as well as technical environments.Traditional management pattern cannot adapt to the needs of the times,and there are some serious defects in, the traditional value chain.In order to achieve a fundamental transformation of the mode of economic development,newspaper groups should create a new management pattern of newspaper value chain according to the industrial logic of new media in digital age.This thesis holds that the value chains of China's newspaper groups can be divided into the following three sorts:(1)basic value chain, including newspaper production,newspaper printings,newspaper circulation,and newspaper advertisement;(2)extended value chain, including diversified industrial links,which is a value chain based on the key links of basic value chain and extended through vertical integration strategy;(3)expanded value chain,which belongs to industrial links of new media and is the expansions of traditional newspaper industry. There are two ways for newspaper groups to optimize their value chains.The first is specialization extension. The key links of value chain should be further enlarged and strengthened,and form a value chain of multiple outputs and multiple props.The other is diversity extension. Media organizations and non-media organizations may complement each other and establish strategic alliances so as to form and lengthen industrial chain. Based on the analysis of the present state and the defects of value chain of Hunan Daily Press Group,the thesis puts forward the pattern of Three Chains and Three Management. Value chains can be divided into three sorts:basic value chain,extended value chain,and expanded value chain.Management patterns include fine management, standardized management,and creative management. The key to the further development of Hunan Daily Press Group is to sustain the basic value chain through fine management,to enhance the extended value chain through standardized management,and to promote the expanded value chain through creative management.