Based On The Metropolis Of The Value Chain Theory, The Overall Value-added Way

At present, China's newspaper industry is at the period of opportunity and crisis co-exist situation. The Internet has brought new growth opportunities to newspaper industry.But newspaper circulation decline every year, production costs and rapid price increases in newsprint, advertising market which dues to the global financial crisis and the impact of macroeconomic policies remained doing harm to the newspaper industry. Overall,more crisis come from the network and the new media, which divide audiences and advertising of newspaper. Otherwise, newspaper has to provide news to network and new media for free.In this challenge, the Metropolitan News, which is most affected, need to consolidate the core competitiveness of the newspaper and expand the value-added space, so as to stand up steady.In this paper, as a starting point, Porter's "value chain" theory is brought in. By analyzing metropolitan's status, problems, define the" industrial value chain ""media industrial value chain" "Metropolitan industrial value chain" meaning. Via decomposing this value chain, we can get small parts:content production, distribution, advertising, printing and other basic value-added activities, just like:human resource management, property management, additional value-added activities.Via the above analysis, we can summarize a value-added way to adapt to other metropolitans. In addition, this article will focus on the value chain of collaboration and integration of the Metropolitan's overall value-added approach.This paper uses the literature, interdisciplinary studies, case analysis and qualitative analysis method, by merging communication, journalism, media business and management theory and other disciplines of advertising, to reveal Metropolitan's new value-added approach. In this way, giving reference and guidance, to expand the research perspective, and give other researchers inspiration.Through in-depth analysis, I get the following conclusions:In basic value-added activities, content production can take the "convergence journalism+ value guide" approach. In this way,"multiple news sources" obtained more information, though good news editing, news can be communicated and sold many times, so as to expand its influence and obtain more benefits; in distribution aspect, we can perfect the reader's database system to know the deep needs of readers, also, we can get use of distribution network to carry out other types of logistics services for the issue of value-added; In the advertising operations, we need to adopt "CRM+event marketing" approach to increase customer's satisfaction. In the printing operation, the main method is increasing income and cutting down expenses, by undertaking commercial printing, to maximize the print ability.For the Metropolitan's overall value-added approach, it needs to be integrated in new way. Now, living in the new media environment, the traditional linear value chain has been changed into two-way, multi-directional and multi-level paradigm. Any two value-added points can be flexibly combined and linked. This situation brings more value-added approach.In my opinion, "based on the cost saving upstream and downstream integration" "content-based newspaper production cross-regional newspaper, cross-media cooperation" and "based on the development of diversified core resources".The three ways can make Metropolitan success and get a broader market space.However, because of the Porter "value chain" theory studying just at a junior level, and I am not familiar with the actual operation of Metropolitan's management. So some viewpoints are rough and immature. I will stay up for it in future research.