The Research Of Chinese Television Documentary Industry Chain In The Media Age

The thesis takes the era of melted media as the background.First of all,taking CCTV-documentary as an example to analyze China's television documentary industry chain,taking the production-propagation-marketing as the main link of the industry chain,we conclude that the current television documentary shows an increase in supply and demand.Production is conducted in a diversified manner;the number of communication channels has increased,and the audience has become younger;the profit-making method is single,and advertising revenue is still the main feature.Due to the impact of new media,changes have taken place in all aspects of the original industrial chain,mainly manifested in changes in subject status,including creative methods,creative concepts,and evolution of narrative methods;from the original one-way communication to interactive communication.Including the spread of the dissemination platform and the diversification of the dissemination form;from a single operation to a diversified operation,including the diversification of financing methods and the upgrading of marketing models.How to reconstruct China's television documentary industry chain,there are three difficulties: First,due to the deep-rooted traditional thinking,leading to the lack of professional production and operation team,coupled with the lack of user thinking documentary production,making the documentary content homogenization serious;followed by The integration between the old and new media is only a superficial fusion,which is reflected in the direct movement of content on the dissemination platform and the lack of clear user images.Finally,due to weak brand awareness and insufficient marketing motivation,the operating system has remained unformed.Therefore,technological thinking,user thinking,and innovative thinking are needed to break through the difficulties and put forward three solutions: First,to build a documentary industrialized production model with professional division of labor team collaboration,type production,scientific and effective value assessment mechanism;,Intensive integration with new media in a way that multi-platform fit multi-form and target audiences are targeted.Third,to develop brand-wide establishment and maintenance,precision marketing,and derivative value chain development to develop omnimedia cross-border marketing.