Study On The Restructure Of The Value Chain In Media Industry

As we entered the era that the knowledge's turned into the core competitiveness of the global economy, the "creative industry' which turned up in the 1990s has become a hot topic in academic circles. But there are lots of disputes and different opinions about the understanding and definition of the creative industry. Meanwhile, we witness a development upsurge of the creative industry in the international as well as the domestic, governments and investors are getting ready to seize the opportunity. We also catch sight of the fact that the emergence of creative industry has brought turning point for the city's developments. However, the academic researches for the creative industry failed to keep pace, which makes the governments and investors find themselves in absence of strong theoretical supports in the process of decision-making. As the creative industry becoming the focal point of researches and all parties' attention, this article attempts to rebuild the value chain from its own perspective, to serve the urgency and the feasibility of the theoretical studies. This paper undertake the research by means of highlighting the role which creative activities play in the entire value chain, to derive the policy and commercial enlightenments for the creative industry's path of value creations.This article discusses the issues related to the creative industry, introduces the existing results of researches with regards to the value chain of it, and analyzes the value chain structure of the media industry based on the studies of the creative industries' value chain. This paper analyzes the case_ CTV Corp. in order to work out some foundations and recommendations for the development of the creative industry and the governments' decision-making.The main contributions of this article are as follows: firstly, base on the background and the social environment of our own creative industry development, the paper uses the contrastive analysis with other industries combining with the specific contents of the creative industry, as to give its definition and carry on an elaborate explanation of its concrete characteristics. Secondly, this paper probes into the value chain of the media creative industry from its specific characteristics, to discover the impacts on this industry considering its opportunities and risks and obtains several structural changes that may affect the value chain of creative industry: 'Long', 'Thick', 'Ring', 'Net', and by working on these changes, we raise some fundamental points which may bring potential increases on the value of the media industry. Thirdly, in view of the media industry's value chain restructuring research, this paper discloses the drawbacks on the issue of the media industry's value chain studies which are implemented on the basis of its essential characteristics. This work enriches the value chain theory of the media creative industry.