The Value Chain Study Of Chinese TV Drama Program Industry On The Case Of Chuang Guan Dong

As the earliest television program that adopting the market principle, the TV drama program's marketization progress has being a focus of the industry. TV drama program now is the most popular program, and it has made large profits and social effects. The TV drama program industry is a cultural industry and also a creative industry, with content producing as its core, so the value chain of TV drama program industry is built on the base of agency that making TV drama programs. A whole value chain should be comprised with opera buying, financing, preparing, shooting, later production, checking, publishing, derivative products developing and other activities, while opera buying and financing are its upper reaches, and checking, publishing and derivative product developing are its lower reaches.How to integrate our TV drama program industry's value chain, to promote the industry's competitive strength, to find a way out when numerous Korea, Japanese and American TV drama programs are coming to demestic maket is an important thing to do now. The first thing that should be done now is to realise currence and the problems about TV drama program industry's value chain. For example, the great number but weak ability of the producing institutions, the low profits and slow capital accumulation progress as a result of broadcasting monopoly, small buaget on opera buying and less attention to playwright resulting in less competitive, the ignoring of law of the maket making overproduction, the low publishing efficiency without professional publishing componies and a unitive maket of our country and the not so deep derivative products developing are all problems that the value chain of TV drama program industry have.The following measures should be taken to solve these problems above: expanding in size and setting up third-party evaluating institutions to increase the financing channel, promoting the playwrights' salary and opera quality to essure the root of TV drama program producing, producing under the guide of market, pefecting the issuing progress and creating a syndicate maket, and at last extending the value chain by developing derivative products' maket and TV drama program brand.