What is the cultural industry chain?

I. The concept of modern cultural industry chain is proposed in the context of the "servicization", "informatization" and "culturalization" of economic activities, and the modern economy is more and more dominated by the "high-technology and high-cultural value-added economy". The upstream of this new industrial chain is the digitization of cultural heritage and the uploading of massive cultural contents, and the downstream is the popularization of consumer information technology products and the large-scale marketing of information culture and entertainment products, as well as the general application of popular culture and art symbols in traditional industries.

As a new type of industrial chain, due to the industrial quality of "content is king" of cultural industry, coupled with the fusion of information technology and cultural industry, the value-added capacity of the content industry multiplies, and it also makes the industrial chain of the content industry show new changes, and the industrial chain is no longer only vertical, but also a composite structure of mixing vertical and horizontal. The industry chain is no longer only vertical, but a mixed vertical and horizontal composite structure.

The development of industrialization needs the support of a complete industrial chain. China's cultural industry must build an industrial chain so as to produce scale effect and interactive effect. The vision and judgment of the industry in which the enterprise leader is located determine the development of the enterprise to a certain extent, and this vision is even more necessary for the survival of private enterprises whose survival environment is not satisfactory. China's cultural industry is facing the international conglomerates, "it's like a single infantry soldier and the other side of the sea, land, air and three-dimensional multi-army competition". In the past under the planned system, the cultural industry is a one-man show, singing, audio-visual, engaged in publishing, are each on their own, there is no connection in the middle. The largest foreign media companies, are both the production of content, but also the distribution of a variety of products. Disney, Time Warner, Sony and so on.

At present, domestic enterprises engaged in the cultural industry, research units, are in the theory, practice and two levels of active exploration to build China's modern cultural industry chain road, is the current and even in the next period of time the focus of the construction of the cultural industrialization of hot spots.

Structural diagram of the cultural industry chain

Two, the development of the cultural industry chain, the current situation, trends

(A), the basic status quo

1, market-oriented market operation mode

Medium-sized and small-sized private enterprises are the main. By mastering the demand, control of marketing channels, to maximize the market value of cultural resources. For example, "Naxi wood carving hot Shanghai" phenomenon.

2, asset-value-added-oriented rely on asset operation to form the core industry chain mode

State-controlled large and medium-sized enterprises. Through sitting in the middle of the plate, asset operation to open up the upstream and downstream, planning, designing, manufacturing products, and developing the corresponding derivative products to realize the value of assets. China Foreign Culture Group's "Shaolin Hero", and strategic cooperation with Shanghai JiuJiu readers is the embodiment of this model.

3, profit maximization oriented rely on the core industry chain to create a new cultural industry chain mode

State-controlled large and medium-sized enterprises and institutions. Through creativity, manufacturing, marketing to form the core industry chain, and then continue to capital operation, fully developed around the "content is king" to do more strong cultural industry qualities, to explore the development of film and television drama production, a series of post-products and high-tech derivatives and other areas of development, construction of high-tech + high culture as the characteristics of modern cultural industry chain, to maximize profits. To maximize profits. Beijing Children's Art is a pioneer in this field.

(2) Development trend

The progress of technology, the contradiction between supply and demand of cultural industry, and the acceleration of market system reform, the cultural industry chain is changing and developing at an extraordinary speed.

1, technology-led culture industry chain upgrading movement accelerated. the 20th century to the 21st century, with the development of technology along the hardware-> software-> Internet-> culture (content industry), the core value of the industry chain is also along the manufacturing-> information-> knowledge-> content? The chain of culture is transferred. Recently, the network industry in western countries has stepped into the trough, and the content industry has surfaced, marking the beginning of a new round of reshuffle in the international industrial upgrading movement, and the fusion and reconstruction of the industrial chain of traditional culture industry and information industry is about to be completed. Information technology-driven internal structural adjustment will make it possible to surpass traditional cultural enterprises and rapidly upgrade the cultural industry chain through the technological advantages of digitization and multimedia.

2. New types of industry chain keep appearing. Market access of cultural industry is conducive to guiding the integration of cultural industry with financial capital and other industrial capital, so as to be market-oriented, using capital power, to open up the industrial chain, to enhance the marketization, industrialization and intensification of enterprises, and to create new cultural enterprise groups with vitality mechanism and competitive advantages. At the same time, the deepening of institutional reform of the cultural industry and the improvement of the market system provide a good opportunity for the integration of the industry, the formation of a new type of industrial chain, and the excess value of industrial integration.