【作者】 胡飞；

【导师】 彭祝斌；

【作者基本信息】 湖南大学 ， 传播学， 2008， 硕士

【摘要】 电视内容产业是数字化背景下的一种新的产业形态,在全球化的产业竞争中,电视内容产业价值链的成长具有十分重要的意义。本文以中国电视内容产业价值链结构为研究对象,系统地探讨了中国电视内容产业价值链结构的成长意义、成长趋势、成长模式和成长要求。本文认为,电视内容产业价值链是以电视内容产品的创意为核心价值,以最大限度地实现产业内部各企业资源的全部价值,满足受众的需求为目标,并在目标基础上形成的具有衔接关系的畅通、统一、协调的价值链系统。这一个新型结构是由内容创意、内容制作(集成)、内容运营、内容传播和内容消费等几个具有互补性的环节共同合作而形成的一种优势互补、紧密合作、风险共担、利益共享的产业价值链结构体系。中国电视内容产业价值链结构的成长是必要的,也是可行的。从发展的基本态势看,中国电视内容产业价值链结构的成长面临着两次蜕变:第一次是在现有基础上,通过分解与整合实现国家产业范围内的产业价值链结构调整;第二次是通过产业价值链结构的升级与转型,使产业融入全球范围内的发展大洪流,实现全球范围内国家产业价值链结构的发展。在电视内容产业价值链结构成长的基本态势下,中国电视内容产业价值链结构有横向拓展模式、纵向延伸模式和混合发展模式三种成长模式。中国电视内容产业价值链结构在实现良性、健康、快速成长的进程中,政策因素、技术条件、竞争环境等三大因素影响深远。中国电视内容产业价值链结构无论选择哪一种成长模式,要实现价值链结构的顺利成长,都必须做到产业定位准确、成本控制得当,进而实现分工合作共赢。更多还原

【Abstract】 TV content industry is a new industrial pattern against the digital background. Its growth is significant value in the international competition. This article based on the value chain theory arranges and analyzes the value, the tendency, the developing mode and the principles of the grow on the Chinese TV content industry value chain with combining performance of Chinese TV content industry.The author’s opinions hereby in the article: The core values of the value chain in TV content industry is creativity of TV content products, and it’s target is to maximize the realization of industrial enterprises within the full value of resources and meet the needs of target audiences. the Smooth, unified, coordinated value chain system with convergence relations will be formed on the basis of the target.there are many complementary segments of the Chinese TV content industry value chain structure: content originality, content production , content marketing, content propagation and the content consume, which cooperate together to formulate a having complementary advantages, close-cooperating, risk- and benefits-sharing industry value structure system.The grow of China’s TV content industry value chain structure is possible and also necessary. On the basis of analysis of the development direction of the value chain structure of China’s TV content industry, it has Tremendous space to grow, and faces two transformation,one is reforming situationsof the national industry value chain structure through distintegration integration, the other is recongnizing the development of global industry value chain structure through upgrading-transformation which integrating into the global industry within the scope of the current development .there are three grow modes:the horizontal expansion mode, vertical extension model and mixed mode. On the basis of analysis of the development factors and the basic requirements of the value chain structure of China’s TV content industry, it’s proposed that three factors: policy, technical conditions, competitive environment are very important in a good, healthy and rapid grow process of the value chain structure of China’s TV content industry. To realize the smooth development of the value chain structure, no matter kind of grow mode of choice, it must be industry-targeted, cost control properly and lead to a all-win cooperation situation.更多还原