The Grow Of The Value Chain Structure Study On Chinese TV Content Industry

TV content industry is a new industrial pattern against the digital background. Its growth is significant value in the international competition. This article based on the value chain theory arranges and analyzes the value, the tendency, the developing mode and the principles of the grow on the Chinese TV content industry value chain with combining performance of Chinese TV content industry.The author's opinions hereby in the article: The core values of the value chain in TV content industry is creativity of TV content products, and it's target is to maximize the realization of industrial enterprises within the full value of resources and meet the needs of target audiences. the Smooth, unified, coordinated value chain system with convergence relations will be formed on the basis of the target.there are many complementary segments of the Chinese TV content industry value chain structure: content originality, content production , content marketing, content propagation and the content consume, which cooperate together to formulate a having complementary advantages, close-cooperating, risk- and benefits-sharing industry value structure system.The grow of China's TV content industry value chain structure is possible and also necessary. On the basis of analysis of the development direction of the value chain structure of China's TV content industry, it has Tremendous space to grow, and faces two transformation,one is reforming situationsof the national industry value chain structure through distintegration integration, the other is recongnizing the development of global industry value chain structure through upgrading-transformation which integrating into the global industry within the scope of the current development .there are three grow modes:the horizontal expansion mode, vertical extension model and mixed mode. On the basis of analysis of the development factors and the basic requirements of the value chain structure of China's TV content industry, it's proposed that three factors: policy, technical conditions, competitive environment are very important in a good, healthy and rapid grow process of the value chain structure of China's TV content industry. To realize the smooth development of the value chain structure, no matter kind of grow mode of choice, it must be industry-targeted, cost control properly and lead to a all-win cooperation situation.