Research On The Development Strategies For Chinese Internet Culture Industry

In 1990s, the appearance and popularization of "computer" and "network" is one of most important events on the development history of science and technology. It has not only brought information network and economic globalization, but also the infinite opportunity to develop the human culture. The Internet culture industry has grown vigorously accompanied with the springtide of Internet culture. The Internet culture industry has gradually developed into a pillar industry of the knowledge economy era in the process of Internet culture production and services, and becomes the broad market in which the world economics rises newly. The Internet culture industry has become a recognized new profit pivot gradually, and a brand-new fictitious cultural market is springing up. As the rising industry in the 21st century, how does our Internet culture industry localize itself? What are its strengths and weaknesses? What are its threats and opportunities? What development strategies should be chosen? Which issues should be paid attention to in the development? These questions should be considered when we draw up the development strategies for our Internet culture industry. Based on the common characteristics of Internet culture industry, and focused on the own value and the strategic plan of our Internet culture industry, this thesis emphatically revolves the above-mentioned questions to carry on the discussion. It divides into five parts:The first part is a theory discussion about Internet culture industry. First the concepts of culture industry and network industry that are closely related to Internet culture industry have been introduced. Then the connotation, the characteristic and the status of Internet culture industry have been discussed.The second part is about the emergence and development of Internet culture industry. First the emergence of Internet culture industry has been introduced. Then, the current situation of the development of the domestic and international Internet culture industry has been described. Finally, the analysis to the development trend of Chinese Internet culture industry has been made.The third part mainly discusses the SWOT analysis of Chinese Internet culture industry. SWOT is a kind of analytical method that is used to establish competitive strategy by analyzing internal environment and external environment. Analyzing the external environment and internal environment, the thesis lists the factors of strengths, weaknesses, threats and opportunities of Chinese Internet culture industry, and shows SWOT matrix of Chinese Internet culture industryThe fourth part is about the strategic choice of developing Chinese Internet culture industry. On the foundation in above-mentioned analysis mainly, this thesis makes strategic planning for the development of Chinese Internet culture industry under new situation, namely, "five major development strategies": unconventional strategy, large-scale strategy, famous-brand strategy, internationalization strategy and sustainable development strategy.The fifth part is about the countermeasures of developing Chinese Internet culture industry. In terms of strategy implementation, this thesis combines the characteristics of Internet culture industry and the current situations of the development of Chinese Internet culture industry, proposes several measures of developing Chinese Internet culture industry to the government and enterprise: Taking the nationalized road and establishing the national characters;Perfecting relevant laws and regulations and strengthening network moral education;Improving the scientific and technological content of Internet culture industry and strengthening the competitiveness;Optimizing the structure of Internet culture industry and developing educational software market vigorously;Using marketing tactics to foster and develop the market of Internet culture;Building the brand and implementing brand integration operation strategy;Setting up scientific talent's mechanism to train and gather outstanding talents.