| The rapid development of digital and related technology makes TV content industry require independent development from reliance on traditional TV media.With the development of China's Market Economy system and comprehensive implementations of WTO provisions,TV content industry has gradually shown its industry features and potential of growth.However,China's TV content industry doesn't have obvious advantage in multi-level global competition pattern of TV content industries.It is an immediate and crucial project to seize the opportunity and accurately analyze the developing characteristics of China's TV content industry,to explore the developing rules of China's TV content industry,to integrate various TV content resources,to promote the booming of TV content industry chain and TV content industry and to make China's TV content industry competitive in global market.The paper starts from present situation of China's TV content industry chain and makes a systematic analysis on developing theory of TV content industry chain which includes the formulation,extension and integration of TV content industry chain. Based on the theory,the author proposes solutions to China's TV content industry chain.The paper finds out developing features of China's TV content industry chain.The research proves the formulation of China's TV content industry chain has following commonalities:industry chain is short and incomplete;all links are not closely related and unbalanced developed;all links are small-scaled;the number of leading companies of all links is small.The developing ability of China's TV content industry chain has features as inadequate production capacity,a relatively low level of capital operation, lack of capital,talent shortage,single profitable model and single source of profits and low competitive capabilities of leading companies.These features show that China's TV content industry has disadvantages not only in scale and structure,but also in growing potential and growing capability.The paper builds up a developing model of TV content industry chain.This paper defines TV content industry chain as series interdependent relations in order to produce TV content products or provide related service,based on technical and economic relations among TV content production companies,including six links:TV program market surveys,program innovation,program production,program trading, program broadcasting and derivative production.Value-added,labor division and decrease of trade costs are three main conditions of formulation and growth of TV content industry.Strength of market demand,market supply,technology level and governmental decisions are crucial factors of TV content industry growth.They contribute to the force of market,technology and government,which are the power to the growth of TV content industry chain.The growth of TV content industry chain is an interaction of trade efficiency,labor productivity,labor division,social capital accumulation,transmission of trade information and even transmission of invisible knowledge and technology spillover.Therefore,the growth of TV content industry chain is a systematic and complicated process.The efficiency level of trade,the division of labor and overall effect of TV content industry level are interactively related.The paper also builds up extension model of TV content industry chain.The author holds that the goals of extension of TV content industry chain are looking for economic growth,improving added values of TV content products,satisfying the market demand,increasing control capability of TV content industry,enhancing television content industry concentration and the elimination of hidden legal dangers. At the same time,principles of economic effectiveness,social utility,closeness, resource and technology compatibility,the creation and strengthening of the competitiveness should be highly paid attention.Traditionally,extension of TV content industry mainly includes two models:horizontal extension and vertical extension. While from the aspect of cultural industry,the extension mainly focuses on the development of content products,including development of core products, development of extensive products and re-development of TV content products.The paper builds up integration model of TV content industry chain as well.The author believes that the existence of leading companies is prerequisite of integration of TV content industry chain;information sharing mechanism is foundation of integration of TV content industry chain;coordinated operation is the goal and sharing of risks, costs and profits is the result.The integration of TV content industry chain can be categorized into three types of horizontal integration,vertical integration and mixed integration as well.Merger and acquisition,strategic alliance and industrial group are three main ways of integration.During the integration of TV industry chain,it is of great importance to pay attention to integration of knowledge,especially the openness, communication and sharing of TV content knowledge,protection of intellectual property rights and create content knowledge alliance.The paper proposes a developing strategy of China's TV content industry chain. The development of TV content industry chain includes several levels of formulation, extension and integration of industry chain.The strategy is stated as following:firstly to innovate management system of TV content industry and to reduce trading costs of TV content industry;secondly to innovate operating system of TV content industry and to deepen labor division of TV content industry;and thirdly to strongly support leading companies of TV content industry and as leading roles in the industry.The strategy of extension of China's content industry chain should not only extend creative links of TV programs of TV content industry chain,but also extend mobile links of TV content industry chain.Extension of mobile links of TV content industry should be practiced by direct and indirect channels,vertical,horizontal and three-dimensional channels and domestic and overseas channels.The extension also includes extension of value links of TV content products which focuses on increasing added values of original links of TV content industry chain,developing related consumer products of TV content brands, re-developing values of present consumers of TV content products and distribution staff,processing information of TV content industry and closely cooperating new industries as well.The strategy of China's TV content industry is to integrate sources and market of TV content industry,to build alliances of TV content industry and to optimize distribution mechanism of TV content industry.
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