A Research On Industry Value Chain Of Guangzhou Daily Newspaper Group

Since China's accession to the world trade organization, media field gradually opened its enclosure to foreign countries, and international media groups entered China market with an accelerating pace accordingly, which makes the living environment for domestic media changes greatly. China's media industry will eventually face a new global media environment and the impact of the multinational media giant.Then how to deal with them? This has become an inevitable problem for China's media industry. Accelerating enterprise restructuring in media cause, leading a marketization path, establishing media groups, and full participation in competition, have become an essential choice for Chinese media industry to be strong. Guangzhou Daily newspaper group is the first one to complete group operation and is also the first media group and the most successful business newspaper group in China.This article through the consult the value chain theory and its application of the relevant papers and works at home and abroad, about the current situation of the media industry value chain construction, the author analyzes in the current domestic media industry value construction basic situation. On this basis, the case study research method, from the theory of value chain, the guangzhou daily newspaper group internal and external value activities detailed analysis, delineate guangzhou daily newspaper group of industry value chain model and the value chain of the industry development way (horizontal expansion and longitudinal extension) analysis and discussion. Sums up the guangzhou daily newspaper group industry value chain model, advantage and disadvantage, and then puts forward some advice: press group in the process of building the industry value chain, first to core value activities focusing on creating, fulfilling the industry chain complete construction; Second industry value chain development must closely rely core industrial value chain. Finally, The expansion of the value chain of the core value chain must be optimized to promote the business role is as the main try, steady development.