视频内容产业价值链的重构与创新  

The Reconstruction and Innovation of TV Content Industrial Value Chain

作　　者：王天铮[1] WANG Tian-zheng(School of Guangming Journalism and Communication, China University of Political Science and Law, Beijing, China 100088)

机构地区：[1]中国政法大学光明新闻传播学院,北京100088

出　　处：《编辑之友》2017年第2期47-53,共7页Editorial Friend

基　　金：教育部人文社会科学研究青年基金项目"基于受众价值增值的视频内容产品创新模式研究"(11YJC860046);中国政法大学优秀中青年教师培养支持计划资助项目(CUPLYSTS007);中国政法大学青年教师学术创新团队支持计划资助(16CXTD08)

摘　　要："互联网+"趋势下视频内容产品供需的诸多变化促使视频内容产业价值链发生重构,表现为用户居于产业价值链的主导地位,产业价值链由线状变为网状、由封闭走向开放,长尾效应加剧。在视频内容产业价值链重构的过程中,存在针对用户的营销工作水平低、缺乏促使视频内容产业价值链持续创新的运营模式、视频内容产业长尾运营缺乏效率等问题。基于产业价值链的变化和现存的问题,文章认为视频内容产业价值链的创新路径为运营视频内容产品的品牌社群、构建视频内容产业价值链模块化运营模式、全方位整合视频内容产业价值链的"长尾"。TV content industry is reconstructing because of changes of supply and demand of video content products under the ＂Internet＋＂ trend, which is characterized by that users are in dominant position; industrial value chain changes from linear to reticular, from closed to open; long tail effect is aggravated. There are several problems in the process of reconstruction of TV industrial value chain,etc., such as the low level of users marketing works, lacking the operation models of prompting industrial value chain to innovate sustainably, operating inefficiently of the long tail of TV content industrial value chain. Based on these changes and problems, the innovation paths of TV content industrial value chain are that brand communities of video content products are operated, modularize operation model of TV content industrial value chain is constructed, and the ＂long tail＂ of TV content industrial value chain is integrated.

关 键 词：视频内容产业价值链 互联网+ 品牌社群 模块化 长尾理论 

分 类 号：G221[文化科学]