| With the popularity of the internet, new media industries has developed rapidly. As one of the most popular new media applications, online video has been profoundly affecting and changing the media industry, whose industrialization process is effective and market is huge. At the same time, as a kind of new industry, the industry chain of China’s online video is actually incomplete, the structure is complicated, and the entire mechanism doesn’t harmonize, which are bad for China’s online video industry developing healthily. In such a context, it’s necessary to explore and construct a scientific and reasonable online video industry chain.Start from the current development situations of China’s online video and its industry chain, first, the thesis expounds the composition of online video industry chain specificly, which consists of three parts:the core subject, the upstream and the downstream; Then the thesis analyzes the main problems of China’s online video industry chain:the content being adequate quantities of low quality, the operation platforms falling into multiple difficulties,and users with low satisfaction; Next the thesis discusses the cause of those problems from both the external environment and the industry itself standpoint; And some optimizing constructive strategies have been suggested on purpose through these analyses:as for the external environment, the government should enhance regulation and the industry should be guided correctly; as for the main parts of the industry, they need to upgrade themselves too; At last, the thesis choose letv, whose operating condition is good as the example, by analyzing how letv’s industry chain be built and creative, so we can provide some useful experience for other online video enterprises, help them to get rid of profit difficulties and develop sustainably. |
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