Research On Business Model Innovation Of Reader Publishing Group Based On Grounded Theory

With the development of the Internet,personalized,real-time,and diverse forms of new media have risen rapidly under the support of Internet technology,setting off a new wave of media industry reform.How to integrate and develop with new media,and how to carry out all-media operations have become important issues facing print media companies.Based on the collection of a large amount of literature and learning of business model theory and related knowledge of grounding theory,this research selects the well-known publishing company "Reader Publishing Group" as a typical case for rooting analysis.Specifically,the three-stage coding analysis technique used by Strauss and Corbin is used.Collect a large amount of data from the company's official website,news media,WeChat,Weibo,search engines,interviews and other channels to sort and organize,and then use a strict coding process based on grounded theory(open coding-spindle coding-selective coding).The coding research was carried out,and the related conceptual categories and interactions between them were obtained.In order to achieve the theoretical saturation requirements of the grounded theory,the coding process was repeated several times,and finally a complete story line of the publishing and media group business model innovation was formed.This article explores the relevant interactive relationships in the innovation process of value propositions,user groups,core competencies,channels,customer relationships,product operations,revenue sources,and cost structures in the business model of paper media companies,forming a complete business model innovation path.And put forward the innovative content of each element,on the basis of which we have feasible strategies and suggestions.