Study On The Convergence Of Fashionindustry And New Media Industry

Speaking of industrial convergence, there are so many studies at home and abroad having been carried out on its definition, types, motives, process, effects and other more aspects. However, studies on the convergence of fashion industry and new media industry mostly stay at theoretical analysis about the impacts that new fashion media has on fashion industry and qualitative analysis about some specific phenomena, which is quite scattered and less systematic without quantitative analysis. As China is now at a vital important period of industrial transformation and upgrading, the fashion industry is becoming a new force to power economy benefitting from the combination of the traditional manufacturing industry and the cultural elements. Also, with the development of Internet technology, the new media industry now impacts much on the economy. This article gives an analysis on the convergence of fashion industry and new media industry based on domestic and overseas studies.First of all, with a clear view about the situation where both fashion industry and new media industry are at, this article tries to explore new features and new rules on the drivers, mechanism and effects of the convergence of fashion industry and new media industry. It is believed that there are internal and external drivers which drive the convergence. Based on these drivers, the mechanism of the convergence then be analyzed from the view of value chain. With both drivers and mechanism clear, combining with SCP model, this article carried out a detailed analysis about the effects of the convergence in the aspects of market structure, corporate behavior and market performance.Secondly, this article introduces a method to quantify how much the convergence is processed by using Herfindahl index method and gray correlation analysis method. And also this article analyzes the factors affecting the process by using empirical study. It is concluded that the convergence of fashion industry and media industry increases while the increasing speed lower down in the past few years. Meanwhile, the development of culture industry, Internet and third party payment all have promotion to the convergence.The study of the convergence of fashion industry and new media industry that this article chooses is of innovation and meets the direction of cultural industry development in the age of new media, which has enriched the theoretical content of industry convergence and provides a reference to further studies about industry convergence. The use of Herfindahl index method, gray correlation analysis method as well as empirical study makes up for the lack of quantitative analysis. Moreover, the study of the convergence of fashion industry and the new media industry can also serve as a guide to the government to have a better understand to industry development so that the government can make better decisions to lead the industry development. At the end of the article, some suggestions to corporate development and government policies are also presented hoping to make a difference.