Study On The Construction Of China’s Newspaper Group Value Chain Under The Media Convergence

In recent years, the newspaper industry is influenced by media convergence clearly, and the newspaper groups’development is in their full wing. From the background of media convergence, the article explor-es the impact of this trend in newspapering development, and identifys the target topics as the research of the general plan of Newspaper Group’s value chain structure.Using the literature and empirical analysis,this article derive a possi-ble inspiration for the status quo with innovativeperspectives, through analysis of existing research results, and summary, construction and deve-lopment practices of integration, value chain and medium domestic New-spaper Group cited levy, pull out of the construction of the value chain model of universal significance and characteristics.The article starts with the concept of media convergence, presents the living environment of the newspaper groups’media convergence pra-ctice, makes determination of the development which media integration in newspaper industry phases, and come up with that the majority of media convergence practice of Newspaper Group being in capital inte-gration stage. While, the article aslo combines the new theory of value chain to summary the constitute mode of the value chain in Newspaper Group, included with three types as basic value chain, vertical value chain and expand the value chain. The construction of the value chain of the Newspaper Group has some problems now, such as the profit margins and the tightness are low, and so on. Take media convergence’s impacts into consideration, the article makes thought of the construction of the value chain of the newspaper groups, trys to construct a general model of the value chain of the tectonic newspaper group under the context of media convergence. The article makes a brief discussion of the strategy of each operating segment value chain management. Among them, the introduction of the theory of virtual value chain and value network becomes the main ideas of the value chain and optimize direction of the Newspaper Group construction. In addtion, we should pay attention to the value in the multi-level network architecture and maintenance in order to achieve the coordinated development of the Group. In the end, the article takes Shandong Dazhong News Group for example and makes analysis of its value chain system and operating condition, proposes several feasible strategies to achieve its value chains’optimization in the process of media convergence.