The Research Of Value Chain About Video Website Self-made Drama In China

In recent years, with the good momentum of the Internet industry, video website in China has made great strides in development. The market has expanded yearly as well as audience size increased. However, some issues has been revealed in the rapid development, such as the tremendous cost at copyright of outsourcing-drama, the serious homogenization of the contents, the lack of diversity at profitable ways. In this situation, Internet self-made drama has emerged as the time required. This paper is based on domestic and abroad related research, focus on the research of value chain of video website self-made drama in China, conduct analysis in four sections as the constitution, growth, issues, suggestions of value chain.The constitution of value chain of video website self-made drama can be divided into three part, Content production, which include Investment financing and Filming; Marketing, which include Popularize and Sales of copyright; Brand management, which include series extension,development on derivative and Audience service. Speaking of the growth of value chain of Internet self-made drama, we came through the brood stage and expansion stage. Vertical expansion and horizontal expansion are the two model of the growth of value ch ain. The driving of market, policy guidance, promotion of technology are the three main factors to shaping the growing of the value chain.Reviewing the present situation,there are all kinds of problem in each level of value chain of video website self-made drama, such as content production remain to improve, inefficiency of marketing, brand management remain to deepen.In order to solve the above problems, we should make great efforts in following aspects. In content production, we should enhance the inve stment, develop various kinds of drama product and guarantee the quality of product. In marketing, we should aggregate both online resources and off-line resources to popularize the drama products, and exploit the potential of copyright-selling. In brand management, we should exploit the potential of brand through series extension,cross-media extension and derivative development, to increase the profit of brand as much as possible. Last but not the lest, we should built a favorable relationship with audien ce in the long-term, to gain more appreciation to the drama products even the whole video website.