Chinese Private Film And Television Emprise's Survival Situations And Developmental Strategies

As the film and television program of professional, commercial and market, the private film and television enterprise is developed. Although the private film and television enterprise would be restricted from all of sides actually, the private film and television should be existence and developing theoretically. With the film and television enterprise industrialized, the private film and television enterprise should have their own developed opportunities, and it is a good supplement and stimulation for the existing national television station and the state-owned film and television group, and it is positive for that the whole film and television enterprise develop to national and industrialized. However, the current policy is unclear, each of the private film and television organizations is actively looking for their own way and deeply analyze the current situation to find a better developing strategy. In this paper, it is using the literature analysis, the description method, the case study method and the combination of the qualitative and quantitative analysis, which analyze the private film and television enterprise's problem from the market and the management of enterprises with basing on the previous analysis, to actively explore good strategies.The first part mainly goes to the origin of Chinese private film and television enterprise and the theoretical support from the development of the private film and television enterprise, and focusing on the development process from the founding of China in 1949, especially after the reform and opening policy, the private film and television enterprise is how to develop from the two side of the policies and the market. According our national private film and television enterprise' developing, the time divided into three stages:the stage of prohibited policy (1979-1994), the stage of restricted policy (1994-2003), the stage of encouraged policy (2004-). This part elaborates the divided reasons from the development of the policy and practice, and makes a basis for the later theoretically.The second part mainly analyzes our national private film and television enterprise's statuses and problems. From the perspective of policies and market, it analyzes the accessing of the private film and television enterprise, and is also made competitive by the supporting of policies. But at the other side the foreign investment and the corresponding private capital are more easily entered into the industry, which give a great deal of pressure to the small private film and television enterprise. With the challenge, at the same time more opportunities are meted, the policy of the Chinese film and television enterprise gradually is released and standardized. With the development of the digital technology, the new pay-TV relies on kinds of digital programs that need a lot of social capital, which have a profound impact on the industrial film and television enterprise. And the new media give more chances to the private film and television enterprise. The product of the private film and television enterprise become more different, and the movie, TV product, television program, audio and video product, advertising and cartoon also develop quickly. In this part, it concludes the problem of the private film and television enterprise, as the lack of legal protection, irrational industrial structure, broadcasting platform blocked, survival dependent large, relatively backward technology, management system unscientifically.The third part tries to discuss and find the strategy, according the second part indicates the problem of the private film and television enterprise, such as how to use the national industrial developed policy, the industrialization, the brand management, the scale, how to seize the new media and so on. To meet the opening up markets, Chinese private film and television enterprise should seize the good chance to look for the new area of the market, and segment the market to have more benefits. And for the audience, the competition of the private film and television enterprise give more movies and programs. The Chinese private film and television enterprise should make a standard as marketing and the best of resource allocation, which is not only good for the development of the whole film and television enterprise, but also the process of the cultural industry.