Study On The Market Of The Network Homemade Drama Based On The SCP Model

With the extensive application of Internet technology and the growing popularity of smart phones in recent years, the scale of Internet users and the number of mobile clients both are increasing. The audience’s information retrieval, media exposure, life style, even behavioral pattern and thinking mode are undergoing great change. Under the background of this Internet new media environment, video websites are also developed rapidly. To promote the healthy sustainable development of industrialization of video websites and response to industrial competition and pressure of buying the copyright, the major video websites have attempted to make drama by themselves so that the network homemade drama emerges as the key field of video website development strategy. Homemade drama pays attention to both traditional TV drama and new media features, which is well received by advertisers and viewers of all ages and becomes a very popular emerging art form on the current video website platform.The network homemade drama began to heave in sight of audience in 2008-2009; and it began to widely spread in 2010-2012; after its proliferation in 2013, the major video websites had a "Great Leap Forward" together, opening the new stage for "network homemade drama first year” in 2014; based on the previous development, it exploded in 2015. At present, the network homemade drama is still in the rising period of rapid development in China. The network homemade drama doesn’t give full play to its features and advantages in the current rapid development of the network culture. Based on the analysis of the policy environment,this paper employs the industrial economics SCP model as well and gives deeply studies of the network homemade drama’s market structure, market behavior and market performance.The study shows that the market structure of network homemade drama is becoming reasonable, the market behavior constantly optimizes and the market performance improves gradually. Nevertheless, it doesn’t reach the optimum state and there still has the following problems: uniform method of regulatory policy; ordered industry chain is missing; production and distribution are not standardized; high output and low returns and so on.Based on the research above, this paper will integrate the development of media technology and the changes of users’ media consumption habits under the new network environment and condition, and learn from the advanced development case both at home andabroad looking forward to proposing benign developing strategies to the network homemade drama as following. Through the moderately policies and regulations, reviewing y different levels and parents detection and so on to improve the policy specification of network homemade drama; by creating the whole industry chain, decreasing the barriers of exit to adjust the market structure of network homemade drama; Using big data to develop customized production, improve the quality of content, and innovative production and broadcasting system so as to optimize the market behaviors of network homemade drama; by exploring a variety of profit model and expanding overseas markets to increase the market performance of network homemade drama. According to the strategies above, the author expects to promote network homemade drama to a higher quality resulting in a better direction in China and provides a reference for the industrialized development of video website.