The Study Of The Value Chain On Network Self-Produced Drama

Since the Tudou online in 2005,the number of video sites mushroomed rapid growth in China.After 10 years of development,some small sites of systems imperfect,irrational structure have been eliminated,has now formed to multi-polarization model of mainly based on IQIYI,Tencent video and Youku Tudou.Initially,these sites in order to attract the audience,gaining profit with a view to through the exclusive broadcast mode to attract advertising investment by copyright purchase.However,with the increasingly fierce competitive environment and the greater copyright bubble,the higher the cost of video content sites,the site gradually fall into a vicious cycle of living beyond their means.In order to get rid of this dilemma,video sites began to think about the transformation of the road,transformed from content providers to content producers,and wanted to master the initiative in content production.As a result,self-made drama,had suffered a cold,began to be taken seriously,the major video sites have begun to send force,increase input on the self-made drama.The number of network self-made drama growing rapidly,people also called the year of 2014 as the first year of the network self-made drama.At the same time,the video site found the opportunity of transformation,and also saw the dawn of profit.The so-called network self-made drama,is produced in the context of the Internet era,the TV series of independent production of video sites or corporate with professional film production with continuity of the story.It is a new type of art form loved by the young audience.Today,the major video sites have played self-made slogans,produced their own network drama.Advertisers also see it’s commercial value,increasing the proportion of new media advertising and there are some advertisers corporate with video sites to produce co-production network self-made drama.Video sites also take network self-made drama as an important weapon of self-rescue to develop their potential profit value and expand profit model actively.For example,adding the traditional fancy ads in the play,membership-on-demand payment system,and using the IP of self-made drama for derivatives development and so on.These signs indicate that whether in the production of content or profit models are different between the network self-produced drama and traditional television drama.So,it is a valuable research text.Therefore,this article uses IQIYI video site as a case by literature research,case studies and other methods,mainly from the perspective of the value chain to analysis the network of self-produced drama production and profit model.The main body of this article is divided into four parts:The first part is the introduction part,mainly introduces the research situation about the network homemade drama.The second part elaborates the present situation and the development reason of the network homemade drama,and elaborates the development course of the ecstasy drama.The main reasons for the development are from two aspects:the external environment and the internal environment.The external environment includes two factors.First,the policy factors such as "self-test","one play two stars" and "limit order" Is the copyright bubble,video users to expand the economic factors such as scale.The internal environment also includes two factors,one is the video site profit model single,the second is the site content homogeneity serious.The third part mainly discusses the relevant theoretical content of the value chain.Firstly,it introduces the theoretical source of the value chain,and then discusses the growth process of the value chain of the network from the incubation period to the development period.Finally,the paper analyzes the value chain composition of the network homemade drama from the three levels of upstream,middle and downstream.The main part of the fourth part is to study the three aspects of upstream,middle and downstream,and analyzes in detail the three aspects of the content production,publicity and distribution of derivative products content.In this paper,the network of self-made drama value chain from top to bottom to sort out,hoping to complete and comprehensive understanding of the network homemade drama industry chain.At the end of this paper,based on the contents of the previous four chapters,this paper puts forward their own ideas on the existing problems in the value chain of self-made dramas and puts forward corresponding suggestions at the end of the paper,hoping to provide the operability of the development of network homemade drama Suggest.Through the study of this paper,we can clearly understand the complete composition of the value chain of network self-made drama,and familiar with its content production model and profit model.Compared with other research literature,this paper discusses more detailed and complete.We hope that through the research of this paper,we will promote domestic self-made drama industry to a more perfect and mature development model.