On The Changjiang Media Integration Mode And Business Performance From The Perspective Of Value Chain

With the rapid development of information technology,the global media industry presents the trend of centralization of property rights,cross international operation and media integration.With the upgrading of audience's cultural consumption and the fragmentation of reading habits,traditional media enterprises are facing multiple challenges.Traditional media enterprises in China are seeking for a breakthrough in the new media environment and are undergoing transformation and development.At the 18 th National Congress of the Communist Party of China,the state made clear instructions for the development of media enterprises,and took the media integration development of media enterprises as an important means to promote the development of media enterprises.If Chinese media enterprises want to win in the fierce competition at home and abroad and become a powerful media country in the international media market structure,they have no choice but to develop media integration.However,in the process of media integration development,there are many difficulties,especially in the value chain building.In view of the problems of value chain building in the process of media enterprise integration,this paper selects the representative ChangJiang Publishing and media group(hereinafter referred to as " ChangJiang Media ")as an important case study object,trying to explore the characteristics of its media integration mode and value chain building,and focusing on Enlightenment analysis.This study focuses on the following aspects: firstly,the paper expounds the problems existing in the reconstruction of value chain of media enterprises in the process of media integration,and analyzes the causes of the problems existing in the reconstruction of value chain;secondly,it makes a detailed case analysis of ChangJiang Media,especially the basic value chain,expanding value chain and extending value chain of ChangJiang Media The characteristics of the value chain are analyzed;the integration measures of ChangJiang Media in media products,media market and media technology are analyzed in detail,so as to explore and analyze the integration mode of ChangJiang Media under the framework of ChangJiang Media value chain;then,the operation performance of ChangJiang Media in the process of media integration is evaluated based on the analysis of financial data of ChangJiang Media Conclusion of the impact of ChangJiang Media Integration Model on business performance.Finally,the paper analyzes the construction mode of the value chain in the process of media integration of the ChangJiang Media in order to help other media enterprises to transform and develop,especially in the process of media integration.