Research On The Construction Of "Central Kitchen" Based On Value Chain Theory

In the era of mobile Internet,the traditional value chain model has made traditional media gradually lost its competitive advantage.The traditional media must innovate and transform,adapt to the Internet environment,pay attention to the personalized needs of the audience,improve the content production,create an all media platform,and build a new media industry value chain.It is not feasible for our traditional media to take commercial profit pattern like internet because our country traditional media has own feature which comprise administrative organs,public institutions,enterprises.Only the value chain that covers social value and economic benefit is worh thinking and exploring.To win a larger market space and competitive advantage,traditional media adapt to media integration strategy,such as "Integration of Newspaper with Internet”and "Two Micro End".Now,traditional media quotes the concept of "Central Kitchen" to explore the new value chain construction.Looking at the current situation of "Central Kitchen" in traditional media,the original purpose of building "Central Kitchen" is transform the editorial business.But now,the construction of "Central Kitchen" has shifted from the simple business process to the whole media platform;from simple content production platform to integrated platform including content production,technical services and capital operation;from the integration of media to the integration of media industry and other industries.Some media built "Central Kitchen" through modem Internet technology,which extends from the real world to the virtual network space,and the traditional value chain extends to the virtual value chain.Such as People's Daily,through constructing the whole media platform,change organization system,human resources,management system and operation mechanism,introduced many media products after constructed the "Central Kitchen",and obtain good social value and economic benefits,extending the industry value chain and expand the space of a communication,achieved some results.But some media constructs the "Central Kitchen" focus on space platform,to build a big and empty all media platforms,only symbolic use in major events,ignore the internal mechanism reform.It doesn't reflect the value of the"Central Kitchen".Some media put forward the idea,do not know how to build new value chain to explore new value growth point and enhance market competition ability through "Central Kitchen".At present,the academic research on "Central Kitchen" focuses on the current situation and problems,and does not analyze it from the perspective of value chain.Starting from the theory of value chain,this paper takes People's Daily as an example to analyze the traditional media such as People's Daily,which has gradually lost its competitive edge compared with new media due to the limited traditional value chain.Based on the theory of virtual value chain,this paper discusses that in the Internet era,the future competitive advantage of enterprises is increasingly dependent on the use of network mirror world,and depends on the value creation of virtual value chain.People's Daily,as a production organization of information,how to use the Internet mirror worlds to upgrade "Central Kitchen",and construct the virtual value chain,creating value co-creation and enable value-added industrial value.This thesis is divided into four chapters.The first chapter introduces the research background and the current research status of "Central Kitchen" by scholars and media.The second chapter elaborates the origin of "Central Kitchen",and discusses the status quo of "Central Kitchen" of national and provincial media.The main content of this paper is the third chapter,which uses the case study method to analyze the "Central Kitchen" from the perspective of value chain.Take People's Daily for example,analyze the traditional value chain,then analysis the Internet space has value of virtual property,the media in the Internet space can mirror the real world value chain to the virtual world.The current construction of the "Central Kitchen" is the upgrade of traditional media image ability to explore the traditional media is how to use "Central Kitchen" to construct the virtual value chain in order to improve the ability of industrial value added.At the same time,the paper also makes a case analysis of hot style media products produced by traditional media through "Central Kitchen",discusses the theory of use value to create these combines the characteristics of media products and achieved economic and social value.In the fourth chapter,the author puts forward some suggestions on how to solve these problems by constructing "Central Kitchen" in traditional media.