Research On Content Copyright Integration Strategy Of Shenzhen Media Group

In recent years, under the overall strategy guiding ideology of national cultural development and prosperity, the relevant aspects of the cultural industry and the main players in the market have landed a wide range of policy guidelines and development programs, as well as countermeasures, trying to keep up with the state’s industrial development mainstream and grasp the market opportunity for development. As the highlight and the main representation of the cultural industries, Film&TV-drama Industry is not only ushering in many favorable policies, but also becomes a popular market for the influx of capital markets, traditional media and new media. In the case of this policy and market situation, the major state-owned media group or local television stations, including Shenzhen Media Group, have a focus on capital investment, labor input and material resources into Film&TV-drama copyright, to achieve social and economic benefits as well as high-yield, and to stay ahead of the competition.From a practical point of view that Shenzhen Media Group is a local radio and television media, this article has made an in-depth analysis of internal resources and strength of Shenzhen Media Group as well as its macro-environment, industry and market environment. First, the paper uses the PEST analysis methods and Porter’s five forces model to analyze the policies and laws, economic trends, technological change, and industry conditions of the Film and Television industry, then to find out the external opportunities and threats for Shenzhen Media Group as the country is encouraging the development of cultural and creative industries such as film and television drama, as well as competition and convergence of traditional media and new media. Secondly, the paper utilizes tools such as value chain analysis, to do systematic analysis of elements, resources advantages and core competencies of the Film&TV-drama copyright business of Shenzhen Media Group, and then to identify the internal strengths and weaknesses of the Group. Finally, with SWOT tool-based comprehensive analysis, the paper proposes the strategy, measures, evaluation and control methods of implementing Film&TV-drama copyright integration,Through this study, Shenzhen Media Group can make strategic implementation plans for the Film&TV-drama copyright integration, so as to improve the situation of the lack of own Film&TV-drama copyright resources, gather excellent resources, accumulate own media resources, create complete Film&TV-drama copyright industry and value chains, excavate and enhance the value of copyright, and to turn the Group into the production base of boutique Film&TV-drama copyright, to make the content productivity as economic growth point, and finally to enhance the market competitiveness of the Group.