Analysis On The Value Chain Of The Integrative Internet And Cultural Industry And The Efficiency Of Typical Enterprises

According to Maslow's hierarchy of needs,with the increasing abundance of material,people's pursuit of spiritual culture is bound to be higher.Therefore,the products and services consumption of the integration of the Internet and cultural industry has a broad market.It is of important research significance to promote the cultural innovation in the Internet era,to increase and extendthe value of the whole industry chain,and tobuildthe national powerful road by the integrative Internet and cultural industry,basing on the Internet technology and platform and the cultural content and carrier.The paper combines theoretical with empirical analysis,qualitative with quantitative analysisas the research method.Firstly,it systematically analyzes the connotation,the basis,the dynamic mechanism and the effect of the integration of the Internet and cultural industry.Then it analyzes the four characteristics,digitalization,networking,virtualization and sharing,the three value connotations of the integration of the Internet and cultural industry,the five characteristics of its value chainconsisting under the influence ofthe four characteristics,and the six component links of the value chain.Secondly,from the perspective of value chain,the paper evaluates the efficiency of20 typical integrative Internet and cultural industry enterprises of China using the method of data envelopment analysis.The result shows that 55% enterprises are non effective.Then the paper gets into the variable analysis and the sensitivity analysis based on the input redundancy and the output deficiency,which shows thatthe integrative industry enterprises need to improvein resource input and output efficiency.Using literature research method and Delphi method,the paper confirms 10 factors and their preliminary relationship of the enterprise efficiency of the integrative Internet and cultural industry.Through building the interpretative structural model,it is concluded that the marketing ability,the customer value and the enterprise culture construction are the direct factors affecting the efficiency,the human capital,the management mechanism and the financial ability are the fundamental factors.Finally,based on the above analysis and some situation of the integration of the Internet and culture industry,the paper summarizes some enlightenment and suggestions on marketing capability,customervalue,human resources,corporate governance,enterprise culture construction,and enterprise cultivation.