The Research On Management Strategies Of Chinese TV Program Copyright

In the21st century of information economy, copyright industry,whose core isintellectual achievements, develops rapidly with the support of copyright protection.The contribution to economic growth and the spread of culture is bigger and bigger,which arouses worldwide attention. In China, the copyright industry is in thedeveloping period. As the core of copyright industry, TV industry hasn’t reached theachievement adapting to its scale. Exploring the difficulties and malpractice of TVprogram copyright management and using multiple means and strategycomprehensively to realize its economy and cultural potential, is becoming an urgentimportant topic.Based on the operating situation of the Chinese TV program copyrightmanagement, the thesis analyses the operating environment, including political,economic, and social culture and technology. Then, it introduces the scale and profit.And then, analyze the difficulties, including the shortage of copyright products supply,marketing mechanism, the foreign trade status and protection mechanism. The theoryof foreign-trade and marketing is as the basis. Lately the thesis proposes productstrategy, marketing strategy, foreign trade strategy and protection strategy to improveTV program copyright management.Product strategy points out, we need to develop products according to demand,found the demanded products and guide the dislocation competition. Developingproducts according to demand means to adhere to the aim of audience as the center,and throughout this concept in the core, the form and additional interest of production.Founding the demanded products means to arrange production according to market.Guiding the dislocation competition means to satisfy the demand of domestic andinternational audience. Following the trend of the international products trend,following the dynamic trend of popular culture, exploring western cultural materialfor production are to satisfy the demand of domestic audience. Meanwhile, globalperspective values, Chinese culture and advanced technical means are for expand theinternational market.Marketing strategy includes three aspects, such as price strategy, channelstrategy, brand strategy. Price strategy can be realized by establishing equalbargaining platform and setting up reasonable price formulation method. Channel strategy includes two facts. Direct distribution channels can be improved throughascension personnel diathesis and increase of communication methods. Indirectdistribution channel can be improved through constructing public service platformand cultivate the copyright agent. Brand strategy means molding brand by qualityproducts, expanding brand by advertising and publication, strengthening brand byderivative product.Trade strategy need to improve through strengthening our own strength, usinginternational resources and winning government support. Strengthening our ownstrength to enhance competitiveness is including cultivating the collectivizedcopyright trade organizations, scientific operation of trade organizations and hiringhigh-quality and specialized trade person. Effective use of the international resourceto develop trade market is also one of the powerful means. It includes strengtheningthe self promotion, expanding step-by-step, borrowing trade advantage of world-classmedia organization. Deepening the reform, setting trade protective policy are benefitto the growth of trade.Protection strategy requires that TV program copyright protection needs jointeffort of government, industry, enterprise and the social public. Formulating specialTV copyright protection laws and regulations, increasing the international responsesystem of TV copyright and increasing the punishment of infringement are the first.Self-discipline, third party supervision mechanism and copyright registration are thesecond. Strengthening national copyright protection consciousness and buildingnational supervision network are the third.