| The TV-entertainment industry is the combination of TV industry and entertainment industry. It is also an integration of the enterprises providing originality, production, management, broadcasting of television entertainment programs (information), the TV-entertainment service and their mutual relationship in the market. With the further reform of our TV industry, TV-news and TV-entertainment are operated separately. The TV-entertainment industry gradually becomes the core business which is changing dramatically and gets closer to the market in the TV industry. Times of Chinese three networks convergence has come. TV-entertainment industry must keep sustainable development by incessantly innovating business model.This paper takes TV-entertainment as the research object and focuses on the innovation of TV-entertainment business model from the perspective of value net. This paper firstly analyzes the impacts of three networks convergence on the innovation of TV-entertainment business model. Then the innovation mechanism of TV-entertainment business model is explored. After that, the constitution system of TV-entertainment business model is reconstructed in the view of value net and the innovation path of TV-entertainment business model is described. Finally, the paper reveals the relationship between innovation ways of TV-entertainment business model and performance. In the process of research, the combination of mass media theory, economic theory and management theory are employed. With qualitative appraisal and quantitative analysis, the main conclusions of the paper are as follows:1. The impacts of three networks convergence on innovation of TV-entertainment business model are discussed. By technical innovation, three network including the telecom network, broadcast networks and computer nets break industry boundary and merge together. It brings three networks convergence and resources sharing, realizing the interinfiltration of business, market, industry and service, and is able to provide users with voice, data, radio and TV-services. Three networks convergence also provides technical support for the innovation of TV entertainment business model, and triggers the new demands of customers, and leads the expansion of the market and competition, and evokes series system change. It turns the closed value chain of TV-entertainment into the opened value net, which motivates the innovation of TV-entertainment business model. Thus, the TV-entertainment industry is facing to tendency of Industrial convergence, the industrial connection enhancement and value transferring.2. The innovation mechanisms of TV-entertainment business model is revealed, namely "the customer demand producing market opportunity (premise condition)-the ability to integrate the resources (basic)-the cooperative game theory (dynamic mechanism)-win-win cooperation (functional effects)-meeting customer demand (target)". The ability to integrate the resources is the premise condition of the innovation of TV-entertainment business model. Interest driving is the important dynamic mechanism of node enterprises accessing value net and creating added value. From the enterprise perspective, the innovation of TV-entertainment business model creates some effects, including the value added effect, scale effect, the coordination effect and scope economy effect. From industry perspective, it also creates some effects, including the cluster effect and industry convergence effect. From the social and cultural perspective, it brings some effects, including spreading multiplier effect, entertainment generic industrialization effect and model demonstration effect.3. The constitution system of TV-entertainment business model is reconstructed. According to the systematic theory, the paper suggests that the constitution system of the TV-entertainment business model consists of "surface-unit-element". The TV-entertainment business model pursues multiple values. The surfaces of TV-entertainment business model include audiences, partner and media. The units of TV-entertainment business model have value proposition, value capture, value network, and value maintenance. The elements are the structural components of the unit. The elements of TV-entertainment business model include value proposition, audience choice, form of value, source of income, cost management, scope of business, role definition, coupling rules, building brand image and audience lock, innovative design and partnership. According to the types of value network, the innovation of TV-entertainment business model can be divided into three types:the intensive value net, the hierarchical value net and acentric value net of business model.4. The relationship between the elements innovation ways of TV-entertainment business model and the performance is revealed. The empirical research shows that the elements innovation ways of TV-entertainment business model include value positioning innovation, value capturing innovation, value network innovation, and value maintenance innovation. On the improving audience ratings side, value maintenance innovation, value positioning innovation and value network innovation have significant effects on audience ratings except value capturing innovation. On the increasing value-added income side, value maintenance innovation, value capturing innovation and value network innovation have significant effects on value-added income except value positioning innovation.5. The innovation path of TV-entertainment business model is described. Based on analyzing Hunan GBS case, the study results show that the close industry value chain TV-entertainment gradually turns into the open value nets cross-border fusing from the wireless TV era to cable TV era and then to the current digital TV era, which promotes trend of the TV-entertainment business model innovation from single elements to multiple elements innovation, then to all elements combination innovation.The main originality of the study lies in as follows:1. In the context of three networks convergence, from the value network perspective, this paper constructs the analysis framework of the TV-entertainment business model innovation according to the tendency of the TV-entertainment industry value actives turning close value chain into the open value net. The study will make up and riche the field of this research, and also expand the research angle.2. The paper reconstructes the constitution system of TV-entertainment business model from the value network perspective, and puts forward four types of innovative Ways.3. The paper develops a measurement tools for innovation of TV-entertainment business model under the background of China. The empirical results tests and corrects the theoretical model, which makes up the shortcomings of the qualitative analysis.4. The study breaks through the traditional static analysis framework of business model and puts it in the dynamic environment. The study mainly explores the innovation mechanism, the system reconstruction, the innovative ways and paths of TV-entertainment business model. |
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