Research On The Innovation Of Cultural Industry Business Model In The Media Environment

Cultural industry is an important economic pillar industry in the future development of China,which has been promoted to the height of national strategy in the 12 th and 13 th five-year plans.Films,television,radio,newspapers and periodicals all belong to the category of cultural industry,and they all have the same media communication attributes.With the in-depth application of Internet information technology,the boundary between media has gradually dissolved,which is determined by the inevitability of social progress and historical development.At present,the domestic from central to local,all to melt attaches great importance to the development of media,put forward a lot of support and media development outline views,including CCTV,various media have also established a "three micro end" and "central kitchen",the technical service platform,support the development of the financial media platform,on the business model of the path exploration has achieved a certain effect.But look at the whole country,can realize the reproduction and the good application of the case is very few,this is our country economic development is unbalanced by the inevitable.To a core part of cultural industry in-traditional radio and television media,for example,combing the development stage,by the institution to collectivize stage of reform and development,and finally to combine media platform stage of development path,analyze the financial media environment makes industry business model innovation motivation,including industrial technology,industrial policy,industrial market driven and industry competition drive four aspects.Then,starting from the relevant theories of cultural industry,integrated media and business model,this paper summarizes the problems that the academic circles still lack in the empirical,viewpoint and practicability of the business model in integrated media environment.Then through to the domestic and foreign well-known news agency-the BBC and CNN,NHK,CCTV and hunan satellite TV and a leading media,they are short media development phase of the business and business as an example,summarized in the brand popularity,social influence,content production,channel integration,industry development,capital operation and policy support in the importance of business model.According to Osterwalder business model canvas,from nine modules,west of Bu Sheng Ji media G radio and TV station as an example,the comparative analysis of the present value proposition,key business,core resources and important partner,cost structure,customer relationship,access channels,customer segmentation,and the difference of income sources and media status quo,and the nine modules belong to the three architecture-the core values,basic level,and audience analysis interface analysis respectively,it is concluded that the necessity of G TV business model innovation.Finally,the conclusion and management enlightenment of this demonstration are obtained.The innovative development of business model in the context of integrating media needs to be carried out on the basis of new demands of audiences,adhere to the construction of content and brand,and make full use of the advantages of channels to develop diversified derivative commercial products to achieve the improvement of economy and influence.At the same time,it is the focus of the business model innovation to expand the characteristics of its externality and obtain more revenue sources through complementary advantages.On this basis,it also plays an enlightening role in the business management,operating cost and revenue source management of cultural industry and traditional radio and television media.The innovation of this paper mainly includes the following aspects:Firstly,it summarizes the business model innovation motivation of cultural industry in the context of integrated media.Second,according to the development of mainstream media in developed countries such as the UK,the us and Japan,and in combination with the current development of China's powerful media,the paper summarizes the canvas model of business model in the context of integrated media.Thirdly,through comparative analysis,the author finds out the gap between the non-mainstream media and the integrated media business model in China and its causes.Fourth,the paper puts forward the main issues that should be paid attention to in the stage of business model innovation of China's cultural industry in the context of integrated media,and provides a reference for the management methods under the market operation.