Research On Convergence Of Media Corporations Based On Modern Value Net

The book "Value nets:Breaking the supply chain to unlock hidden profits" was published in2000.Its authors are David Bovet, etc. from Mercer Management Consulting, a company of America. At that time, internet just arose and its customers mainly came from developed countries. According to the concept of "Value Net" raised by Bovet, value net is composed of customers, suppliers, sellers, servers, etc.. And customer is the core of value net. Bovet and his team mentioned internet, but gave no details. In view of the poor start of internet, Bovet regarded internet only as an ordinary factor which could accelerate the forming of value net. But ten years’ later, the expanding of internet in developing countries is astonishing. For example, now china has more netizens than other countries. The number of customers of china’s new media enterprises has risen to the biggest in the world. The internetization of enterprises in china is dashing now. For that matter, internet is not only the stimulative of value net but also the most important core factor of modern value net. As it were, internet itself is the biggest value net. In the recent decade, the practical development of value net has surpassed the conceptual phase of value net of ten years ago. Modern value net has broken through the time limit and space restriction of Bovet’s traditional value net, and caused unlimited expansion and increment of value net.Media industry is the typical field of modern value net. The distribution of modern value net in media industry can be named media value net. A new phenomenon "Convergence or Integration" appears in the latest development of media industry, which tallies with network structure of modern value net. Now more and more new types of "Convergence" appear in media industry. The outstanding example of "Convergence" is triple-play which is being done now. Triple-play means the integration of telecommunications networks, cable TV networks and the internet. Can these phenomena of convergence have a further development toward depth and width? Can media convergence become an inexorable trend? These questions are of great consequences to the scientific development and strategic shift of media corporations.First of all, this thesis puts forward the new concept and proposition of modern value net. It analyses and summarizes the leaping development of traditional value net in the modern information environment and under the condition of developed network. It combs logically and explains theoretically ten years’ innovation and development of value net and the management of value net. This thesis enriches the connotation of value net, innovates the theory of value net, and makes the theory of modern value net become a kind of systematic theory. Modern value net is the innovation of traditional value net on the base of modern network conditions, which includes the innovation in theory and the innovation in practice. This thesis discusses the necessity of researching modern value net, and points out many breakthrough points of modern value net relative to traditional value net. With media value net’s live, this thesis gives a summary of characteristics of modern value net.Secondly, this thesis reveals the trend of convergence of media corporations from the perspective of media value net. According to embedding theory and no-boundary theory, under the framework of modern value net, media convergence has a "three in one" connotation in narrow sense which includes convergence of functions, comprehensive of products and compound of services of media. On the base of convergent journalism and convergent media, media convergence in a broad sense includes all kinds of conducts of convergence and restructure among media corporations. In this thesis "media convergence" is a kind of state information which reflects the current situation of convergence of media corporations. At the same time,"media convergence" is a kind of trend information which reflects the development trend and prospect forecast of media corporations. This thesis cards the performances and trends of media convergence whose most outstanding performance is triple-play which means the convergence or integration of radio and TV networks, internet and telecommunications networks, that is to say, the convergence or integration of TV, computer and mobile phone.Thirdly, this thesis points out mutual construction relationship between media value net and media convergence. It analyses centrally the convergence mechanism of media corporations themselves and action mechanism of value net on media convergence, researches value net’s supporting role and promoting effect on media convergence from the perspective of their fit factors. The convergence mechanism of media corporations themselves includes the targets, dynamic, routes, forms and models of media convergence. Media value net’s action factors on media convergence include net scale, relationship strength, social capital and network trust which have positive effects on media convergence. The dynamic process includes network trust and value expansion, effective communication and information interaction, exchange of interests and mutual reciprocity, relationship governance and interface rules. This thesis points out the challenges brought by media convergence, attempts to manage the risks of media convergence with the feasibility of managing value net in order to turn challenges into opportunities. The theory and practice of media convergence have enriched and developed modern value net theory. Their mutual construction relationship and collaborative management are the core and main conclusion of this thesis.The fourth, this thesis constructs a model of media convergence which is named "Four net fusion" or "four networks convergence" which is the first at home and abroad."Four net fusion" is the convergence of radio and TV networks(cable TV networks), internet, telecommunications networks and Internet of Things (IOT).Smart grid is one of the most important theme elements in "Four net fusion".The model brings clear thinking for the borderless development of media corporations.The fifth, the core idea of media convergence and "the unification of multiple networks" provides theoretical support and method enlightenment for software development and electronic commerce (EC).In addition, this thesis hasn’t done further studies on value assessment and performance evaluation on value net and media convergence because of lack of relevant historical data and experience. According to the current study situation, the construction of evaluation index system is a difficult problem which is the focus of future research because of the needs of theoretical development and enterprises’ development.Now the fast development of information technology and the construction of multi-media platform are lashing and changing the work mode and life style of people in media, and influencing mankind’s future deeply. Under this background, media systematic innovation is very important which includes technical innovation, system innovation, market innovation and management innovation. Management changes and blazing new trails in minds have no end for ever. In the field of media strategic management and blazing new trails in minds, this thesis only casts a brick to attract jade—offers a few commonplace remarks by way of introduction so that others may come up with valuable opinions. In author’s research field of strategic management, this thesis only makes a start. The author hopes that it becomes a good start because a good start is the half of success.