Research On The Value Chain Of The Federated Media Publishing Of Children’s Publishing Houses In China

Children’s publications are the most potential and developing potential in the field of publishing in China.The data published by the Uncoiling data company also shows that the prospect of the children’s publishing market is cheerful.Now,children’s reading demand is increasingly diversified.Children’s publishing house also focus on the federated media,hoping to extend the value chain of the federated media pubilshing of children’s publishing house and obtaining greater market returns.And expanding the value chain of the federated media pubilshing is becoming the main competition mode between children’s publishing houses.In the academic research,there are so many studies on the value chain of the publishing industry,but there is not so much research on the value chain of children’s publishcations,and the author didn’t find any articles about the publication of the federated media in children’s publications by using value chain theory.This paper uses literature research to interpret the core concepts of children’s publications,the federated media,value chain and publishing value chain,and summarizes the general characteristics on the basis of combing the development process of children’s federated media publishing.Besides,This paper analyzes the applicability of value chain theory into children’s federated media publishing from different angles,such as the dual attributes of children’s publications,the appreciation of the value chain of children’s publishing by the federated media technology and the role of value chain theory on the management of children’s federated media publishing,and this paper points out the positive meaning of the federated media technology in the expansion of the value chain of children.On the basis of investigating the federated media publishing process of children’s publishing houses and the cooperative relationship between the children’s publishing house and the external industry in this process,the value chain of federated media publishing of children’s publishing house is divided into ring value chain and linear value chain.then the author theoretically analyzes the main strategic segments of the two value chains.A complete value chain requires the participation and coordination of multiple elements.With the help of the value chain theory,the case of children’s federated media publishing is analyzed,such as the federated media product development under the background of media integration,the value-added of federated media copyright cooperation,the value-added of federated media channels,and the growth of federated media readership services to deeply understand the role of the federated media in extending and expanding the value chain of children’s publishing house.The value chain is an effective theoretical tool for analyzing competitive advantage.But when it is combined with the federated media publishing of immature children’s publishing house,it will inevitably reflect the problems in the value chain of the federated media publication of children’s publishing house.These problems are mainly manifested in the federated media product development,the value-added of federated media copyright cooperation,the value-added of federated media channels,and the growth of federated media readership services.These factors result in the lack of dominant advantages of the children’s publishing house in the federated media value chain.In light of the problems in the federated media value chain of children’s publishing house flected in the case analysis,this article believes that in order to extend the federated media publishing value chain,the children’s publishing house must analyze their advantages and disadvantages in the federated media value chain and consolidate and cultivate them.On the one hand,it is necessary to consolidate and cultivate high-quality content resources and exert the core value of copyright.On the another,the children’s publishing house needs to cooperate with external industries and maximizes the effectiveness of the federated media publishing value chain of the children’s publishing house.