Reasearch On The Value Chain Construction Of Mobile Reading Industry Under The Background Of Media Convergence

In recent years,with the continuous innovation of the Internet-centered "technology cluster",the role and function of traditional media are no longer in the past,breaking the traditional symbolic stereotype and showing the trend of multi-functional integration.With the melting of media boundaries,media convergence has become the mainstream of the times,and digital media represented by mobile terminals have also entered thousands of households.The public can independently obtain effective information resources through portable mobile devices,and services such as Weibo,We Chat and mobile news websites are emerging one after another,and China has entered the era of "online for all".Under the background of media convergence,the scale of mobile reading industry is growing constantly,showing broad market prospects and profit margins,attracting more and more publishing enterprises to participate in market competition.However,in the process of the scale of the industry,the change of the industrial structure of mobile reading will inevitably produce a chain reaction in the industrial value chain.With the increasingly clear division of labor among affiliated enterprises,the value chain of mobile reading industry is accelerating its formation and clearing,which requires us to reposition and reconstruct the value chain of mobile reading industry to meet the needs of the new background of media convergence.In this paper,combined with the mobile reading industry strategic management theory,game theory and other related mobile reading theories,the value chain analysis method combining theory and demonstration is adopted.Taking Porter value chain model as the prototype,combined with the current development status of the mobile reading industry,the deformation treatment is carried out,revealing the relationshipbetween the internal business units of the mobile reading industry and the value chain of related industries,and constructing the basic organizational structure of the value chain of the mobile reading industry.According to the operating characteristics of mobile reading enterprises,the value activities in the operation of enterprises are identified and classified,and the importance of industrial value distribution is emphasized at the height of the unification of theoretical process and practical process.By Shapley analysis,the benefits of all parties in the industrial chain are optimized,and the problem of profit distribution in the industrial value chain is solved,in order to provide reference for the fast-developing mobile reading industry.From the current situation,the value chain of mobile reading industry has not yet achieved coordinated operation,and there are still some contradictions and conflicts among related enterprises.The problems of uneven value of upstream and downstream links and low degree of integration of industrial chain links are prominent,which makes the resource integration function of industrial value chain not fully exerted.Based on this,aiming at the existing problems in the value chain of mobile reading industry,this paper puts forward optimization strategies from the industrial strategy level,so as to improve the construction path framework of the value chain of mobile reading industry.