Research On Development And Industrial Operation Of Chinese Scientific Film And Television

Reputed as the starting point of the history of Chinese scientific film industry,Shanghai Commercial Press set up the department of movie production at the beginning of the 20 th century.Over the past 100 years,Chinese scientific film industry had a glorious course and set a record of an annual output of more than 300 films.However,the transformation of economic system brought enormous challenges to the industry.Without the protection of mandatory production mechanism under the planned economy,it became harder and harder to survive.It has been a critical research subject of the industry to achieve sustainable development,under the circumstance of promoting vigorous development and prosperity of socialist culture,as well as the implementation of the strategy of rejuvenating the country through science and education.This research discusses the feasible development strategy of Chinese scientific film and television industry,which is based on the theory of film and television communication,media economics and marketing.This paper can be divided into three parts in terms of the basic logical structure.The first part is to review the history in order to understand the current status.As ideological products,film and television are bound to be restricted by the state apparatus and evolved into different forms at the different stages of social development.Chinese scientific film and television industry was identified as public institution relying on the administrative appropriations in a long period after the founding of new China.The state monopoly of sales and distributions led to high yield,but at the cost of ignorance of economic benefit.This problem was revealed due to the implementation of economy reform in the 1990 s.Shortage of budget as well as self financing made the industry very difficult to sustain itself.The transformation of identity was a specific issue of the period of historical turn and hindered the industrialization progress.To solve this issue,the second part carries on an investigation in the environment of the industry in order to lay the foundation for the further strategy planning.In the macro environment,China shows a high degree of political stability and rapid economic development.Cultural quality of the public increases rapidly and technology innovation speeds up constantly.All of above boosts the development of the industry.But bear in mind that population structure and social stratification become so complicated that public consumption structure varies accordingly.Meanwhile,at the meso-level,there are still many problems like small industry scale,low production capacity,administrative intervention,uneven development,etc.After having a clear understanding of the current situation,the third part discussed the development strategy focused on industrial structure optimization and industrial chain improvement.The proposition of dual industry chain is the key to extend the industrial chain and produce new production value.The final aim is to create a full chain of Chinese scientific film and television industry in the following way.At the first stage,gain the most value of film and television works through multi-window distribution.At the second stage,gain the most value of audience through advertising and spin-off products.It is worth noting that along with the rise of new media,the Internet should be fully integrated with the industry chain.In addition to expansion of distribution window on the mobile platform,information services should be developed based on core scientific value of film and television products.An integrated interactive platform should be built up,which include digital video and online game database,online ticketing system as well as online IP(intellectual property)trading system.At the same time,marketing and capital operation should be strengthened.Due to the limited resources,target audience should be the centre for any marketing activities.It is crucial to find the right potential consumer with advanced information technology such as big data analysis and to expand the market with online and offline events.The establishment of a fair and efficient system of IP assessment and trading appears to be urgent.High IP value is the reason social capital would like to be invested in the industry.Through a wide range of financing channels,social capital and foreign capital will join with state-owned capital to promote the development of the industry.Now is the critical moment that Chinese scientific film and television industry cannot wait for more serious consequences.Deep reform is the only way out and the key to this reform is the industrial structure upgrade to meet the market demand,and finally to achieve sustainable development.