| Traditional industrial chain theory divides network video industry into segments of content, channels, ends and users. Today, however, the progress and popularization of digital technology promote the content link gradually to be separated from the network video industry and form independent industry. Compared with overseas, China's online video content industry started relatively late, but development is very rapid. With the evolution of media integration trend, the network video content industry has initially formed a net, and the characteristic of industrial cluster is obvious. The formation of online video content industry value network is a gradual process, which experienced extension of the longitudinal and transverse expansion, and the deconstruction and reconstruction of the existing structure. In this process, the original role and functions of the Organization on the value chain node will disruptive change.Online video content industry value network is a flat value flow network structure with more levels, and this network structure involves many of market subject participation. By whether or not production and provide of content products and service is related directly with value for standard, can divided for three levels: First including video websites, and television entertainment companies, and televisions, and users, and advertising business; Second including content channel operators, and Terminal manufacturer, and social media; Third including data collection and analysis companies, government, Electronic commerce, various derivatives industries and so on. Due to bearing a comprehensive function of content production, integration and distribution, the network video operators(video websites) is in the core of the value net. Video website as whole system of value hub, integrates various industry chains and prompts complex and close of contact.Despite market competition more fierce, the collaborative and cooperation become main theme of network video content industry value network, resources' reasonable configuration and share is a feature of synergy, as well as become a premise of value network members' cooperation. In online video content industry value network, competition is not an absolute meaning but a collaborative competition, because the basis and ultimate destination is to work together. Synergy of Value network promotes the deepening trust among the members, and mutual trust becomes a basis for value smooth running, which it ensures the normal operation of value generation and distribution activities. With the further development of online video content industries, participants will become more and more widespread, division of labor more sophisticated, cooperation will become mainstream, and value system will more and more perfect.The formation and development of value network means that China network audio-visual industry must change traditional value chain thinking and operation mode, to break absolute boundaries among industries, more focus on information exchange and knowledge shared,to develop creative content products; more focus on cross cooperation and access more value node,so as to raise sub industries' value; to transform supply pull type to needs drive type of products production,and put users into center;To gradually establish a reticular mode of thinking, focus on collaboration with its external stakeholders, but also in a more open and inclusive attitude to deepen cooperative relations with competitors.On the basis of a large number of actual cases, this paper uses relevant theory to outline the evolution of network video content industry value network, current situation and future development trends, and to inspire for the online audiovisual industry in the future development. |
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