Research On The Value Chain Reconstruction Of The Beijing News Book Review Weekly Under The Background Of Omnimedia

Under the wave of media integration,the boundaries of media are gradually dispelling.An era of omnimedia is approaching and the traditional media in our country,especially the newspaper groups,have transformed in response to this situation and started their omnimedia layouts.At present,some cases and experiences have been accumulated.On the other hand,the book market in China and the public's reading needs are still growing.The state is also vigorously advancing and advocating "the whole people reading",and the knowledge payment boom makes the review of books get the public attention again.Meanwhile,the Beijing News Book Review Weekly have continued suffering from internal and external problems,and its influence and credibility has been questioned,so as to its social benefits cannot be fully realized.Therefore,the Beijing News Book Review Weekly should grasp the opportunity and actively transformed under the omnimedia background,to achieving sustainable competitive advantage and getting value increment.This paper,taking the Beijing News Book Review Weekly as the research object,and sorting out the overseas and domestic research status from the aspects of omnimedia,value chain analysis and construction as well as the Beijing News Book Review Weekly,with the value chain theory as the research perspective,providing the theoretical basis and reference for this study.The case analysis method and quantitative analysis method are used to analyze the concrete measures and effects of the transformation practice of the Beijing News Book Review Weekly under the omnimedia background.Finally,the new value chain model after the reconstruction of the original value chain is constructed by the value chain theory and the value chain analysis method.On the basis of value chain analysis after reconstruction,the paper discusses and reveals the key behavior of the Beijing News Book Review Weekly,finds out the problems in the value chain reconstruction,and puts forward the corresponding countermeasures so as to provide reference for the reconstruction or construction of the value chain of other similar newspapers and periodicals.The study finds that under the value chain theory,the Beijing News Book Review Weekly reconstructs the original value chain in the context of omnimedia,which is based on four principles:defining advantages,formulating strategies,value development,and user-oriented behavioral standards.Under the premise of a good grasp of key behaviors,the restructured value chain will enable the Beijing News Book Review Weekly to gain competitive advantage and get value increment.At the same time,there are still three problems in the value chain reconstruction of the Beijing News Book Review Weekly:the lack of one-stop display platform;blindly expanding the number of cooperation platforms,the synergy effects with the various platforms have not been brought into full play;the generalization of the book reviews.In response to these three problems,the author proposes to speed up the process of digitization of content resources,establish an aggregation display platform for official information resources;streamline the number of cooperation platforms,innovate the methods of cooperation with other platforms,and take the lead to establishing book review newspapers and periodicals Union.Finally,the author believes that through the study of the value chain reconstruction of the Beijing News Book Review Weekly in the context of omnimedia,and from the key link of the value chain reconstruction and the relationship between them,we can draw the following enlightments:first,in the content production link,focus on the diversity of contents and adhere to the independent cultural character and professional standpoint;Second,in the value-added link,be user oriented,constantly optimize user experience and interactive feedback;Third,in the basic auxiliary link,be open-minded,constantly improve its organization framework and personnel status;Fourth,among links,concerned with the interaction among the various links in the value chain,expanding and extending the value chain from multi-dimension continuously.