Focus On Value:A Research On The Business Models Of The County-level Converged Media Centers

By the end of 2020,China has basically realized the full coverage of county-level converged media centers.After the construction has basically completed,we need to consider how to build strong and make good use of the county-level converged media centers.In the specific practice process,different county-level converged media centers have formed their own distinctive business models.Building an appropriate business model plays an important role in realizing the self-refreshed,healthy and long-term development of county-level financial media center.This paper first combs the development history of the county-level media,then analyses the macro environment of the county-level converged media centers from the political,economic,social and technical aspects,and then briefly describes the current industrial situation of the county-level converged media centers,looking for the internal and external power of the county-level converged media centers to explore the new business models.Then,this paper carries out NVivo qualitative analysis on68 cases of business model of county-level converged media centers,explores the current status of business model of county-level converged media centers,describes the elements of their business models from the perspective of value creation,and uses this as a classification standard,explores the types of business models,and finally puts forward suggestions and thinking on the optimization and upgrade of business model.This study finds that the business model of county-level converged media center consists of five elements: local resources,value creation,value network,internal management mechanism and value reflection.(1)Local resources mainly include local industry,local tourism,local culture.The county-level converged media center can try the bottom pyramid market strategy to form a strong relationship with local society.(2)Value creation activities are divided into non-commercial and commercial services,the former includes government services,people's livelihood services,civilized practices and other content to create public value.Business services include e-commerce,exhibitions,education and training,media marketing and other content,which are divided into vertical specialization and horizontal diversification.(3)Driven by the complementarity of resources,the indivisibility of products/services,and the identity of standards,county-level converged media centers build value networks with the party media platform,commercial media platform,technology companies,other converged media centers and other subjects.(4)The internal management mechanism mainly refers to the structure of human resources management and special mechanism,which mainly refers to the project system such as sub-centers and workshops produced by the county-level financial media center.(5)The value reflection includes economic benefits,the promotion of local image,and the relationship between the government and the people.Based on the above five elements,this paper mainly divides the business model of county-level converged media centers into four types: single media type,service platform type,diversified company type,composite ecosystem type,and summarizes each type of representative cases for other county-level converged media centers to learn from.Finally,Finally,from the value orientation,value co-creation and other perspectives,the paper puts forward suggestions for optimizing the business model of county-level converged media centers.