Analysis Of IP Value Chain Operation Of Chinese Network TV Station

Accompanied by the media fusion evolution, network television in China at different stages also showed new features, network video user scale of linear growth and Internet, mobile communication technology rapid development, making the way the production and dissemination of information has changed. new media strategy reform of Traditional television station is urgently needed, Hunan satellite TV as a leader in the provincial TV, becoming the first person to eat crab, 2014 to re integration of mgtv.com and in May announced its exclusive broadcasting strategy. After more than a year of development, the growth rate of mgtv.com beyond expectations, its “content” as the core of the development strategy is worth further exploration.This paper focuses on the core of IP, based on the value chain as the main theoretical basis, With mgtv.com as a specific case, analysis the layout of network television's IP value chain. The thesis is divided into six parts, the first part is the introduction of mainly concepts related to the definition of the value chain, and expounds the research background, significance and methods and ideas. The second part to define the basic concept of this paper and determine the theoretical perspective of the study. In the third part, tries to outline the strategic thinking of mgtv.com value chain. The fourth part respectively by "mgtv.com IP" as the core of the value chain, upstream, core and downstream layout analysis of its operation mode. After combing the first four parts, the fifth part clearly pointed out that mgtv.com IP in the value chain layout to explore the development experience and exposure of the bottleneck. In the sixth part, according to the enlightenment and the existing problems, attempt to explore the IP value chain distribution strategy of network TV station.Profound changes have taken place in the ecological patterns of network video industry, new audio-visual forms and formats also continue to emerge, the audio-visualindustry ecosystem in the expansion and development, video website is no longer just a content publishing platform, but a combination of content authoring and publishing,electric business, games, financial and other industries of culture and entertainment platform, network video is becoming connected to the platform, content, terminal and application of the core factors, also become the key factor to push the new media strategy deployment of traditional television.