Fort Metropolitan Embedded Derivatives Value Chain Path Analysis

With the continued impact of new media and technology,paper media is negatively impacted and face sharp decline.With the saturation of regional newspaper market and intense competition,the Metropolis newspaper,which was born in the market economy and most closely connected to the market bear the brunt.The ones lack of core competitiveness gradually retreatfrom newspaper arena,while the rest are also suffering from severe challenges and bottlenecks in the development of new media.This paper,through the study of the formation and development of the industry value chain the law governing the development of Metropolis newspapers and based on the value chain theory,takes the perspective of "embedding" takes the "Chengdu Business Daily" as a case study,and analyzes its embedded industry value chain derivative path,aiming at providing the metropolis newspaper groups with references and inspiration to integrate and transform according to the laws governing the value derivative and realize media integration in accordance with the national logic and create new-type mainstream media group and the upland of opinions.This paper defines the embedded industry value chain as such three derivative paths as cross-media,cross-industry and cross-regional,in line with the embedding of cognitive,technology,capital,market,business,and space fit.This paper selects metropolis media leadingin transition for analysis,takes the "Chengdu Business Daily" as a case study through in-depth interviews and sort data,and interviews the staff from "South Metroplis" and "Beijing Youth Daily" to research and study embedded value chain model of metropolis newspaper..This paper finds that the sharply declining traditional advertising which media rely heavily on for the survival can no longer sustain the survival and future development of newspapers and the traditional newspaper industry value chain is in danger of collapse,while the embedded value chain,which has served as a supplement,is now becoming Metropolis newspapers' major source of income and future way out.By resources sharing and derivatives,Metropolis newspapers has doubted the management capability despite of the new normal of economy and the chilly winter for paper media,"winter",thereby securing a basis for long-term viability.Meanwhile,in spite of the blow from the mobile media,the content,which is boasted as the specialty and pillar of the paper media,remains an important cornerstone for the future development of Metropolis newspapers.Whether it is the cross-media integration of innovative digital products,or cross-border diversification and even inter-regional development,quality content and credibility remain to be the basis for all efforts of the traditional media.It is the core value of the brand which should be persistently carried on.