On The Supply-side Structural Reform Of China's Network Drama Industry

The rapid development of the Internet has changed the ecology of the film and television industry,incubating the "Internet + film and television",a new industry which is different from the traditional TV series--network drama industry.From the birth of the first online drama in 2000 to now,such as "Day & Night" and many excellent domestic online dramas output overseas,China's online dramas have gradually entered a mature stage of development after undergoing brutal growth,showing the trend of high-quality,brand,specialization,membership system and industrialization.It is no longer a supplementary substitute for TV dramas,but an important part of the development of the cultural industry.However,as an emerging industry,network drama still faces the problem of mismatch between supply and demand in its development.From the microcosmic point of view,it shows that a large number of ineffective supply can not meet the diverse needs of the audience,while the insufficient effective demand of the audience can not stimulate the healthy development of the supply side.From the macroscopic point of view,it shows the contradiction between the inadequate regulatory power of the invisible hand of the market and the inadequate regulatory power of the visible hand of the government.On the whole,it presents the predicament of mismatch between supply and demand,which is the coexistence of total prosperity of network drama market and structural shortage of effective supply of high-quality content.Based on the relevant economic theory,this paper proposes an optimized governance strategy from the perspective of supply-side structural reform,micro-supply and demand level,macro-market allocation and government regulation to the development of China's network drama industry.Targetedly pointed out the future development direction and approach of China's network drama market,and is committed to solving the dilemma of supply and demand mismatch in the network drama market.