The Value Chain Integration Analysis Of Native Film And Television Companies

Film and television industry as the locomotive of modern cultural industry hasdeveloped rapidly since we inter21century. The GDP of the film and television culturalentertainment industry reached132.2billion in2012.There were six films that hadhitted the one hundred million in the first quarter in China in2013.However, China’sfilm and television industry has not formd industry chain operation compared with theUnited States’ marketing television, home theater, network marketing and relatedproduct development five integrated marketing form. Hollywood entertainment industryoperation model has become the entertainment industry’s successful way. HuayiBros.Media Group developed a road to success by following the Hollywood operationmode and the value chain integration.Scholars at home and abroad have been on the theoretical research and practicalapplication research since Michael porter proposed the basic value chain theory.It isgeneral to use value chain theory in companies’financial analysis to find the strengthsand weaknesses and develop strategy. The research of value chain is stated lately inChina and the research of value chain integration is also at the initial stage. The study offilm industry value chain seemingly small gains, but the study of film industry valuechain integration. This article will refer to the research achievements of predecessorsand combin with own points of view to analysis the private film and televisionenterprises value chain integration with ‘Huayi’as a case.First,this article will review the literature on the value chain and value chainintegration at home and abroad.The theoretical basis of this article is the value chain theory,value chain analysis,value chain integration theory, film and television industry valuechain integration theory.Second,I will prove that it is necessary to integrate yourenterprise’value chain by analysing the current situation of the private film and televisionmedia industry of our country and combinning with the status quo and foreignsuccessful domestic film and television industry operation pattern. Then,I will analysisHuayi Bros.Media’Company profile and value chain and value chain integration.Wecan find that Huayi brothers has developed into today’s collection of movies, TV seriesand artist agent, cinema industry as one of the media such as entertainment from asingle business only advertising companies through a long and arduous process value chain integration.Based on the results of the paper, Huayi Bros.Media has become the industryleader through its unique value chain integration mode. Movies, TV shows, not only thecoordinated development of entertainers brokerage to support each other, on this basis,the listed company after further involvement in music, games, cultural tourism industry,fashion industry, further improve the company’s industry value chain.Huayi Bros.Medianot only perfect the whole industry value chain system but also improve and refine theindividual business unit value chain.It is at the low risk operation, steady developmentstage through interactions with other industry alliance,followwing national policydevelopment cooperating with Banks.Huayi Bros.Media has just unwinded its international business and its moviederivative business is not perfect. there are much work to be done if Huayi want todevelop better.This paper tell us some suggestions,for example: strengthening thecompany’s value chain management, financial strategy must be maximize the value ofthe whole value chain system, strengthening internal capital management and deepeningcooperation with the bank.Blessing of Huayi be better and better.