Research on the Development Strategies for Chinese Internet Culture Industry
|School||Central China Normal University|
|Keywords||Cultural industries Network culture industry SWOT analysis Development Strategy|
1990s, the emergence of \It not only brought the information network and economic globalization, returned to the development of human culture has brought unlimited opportunities. Accompanied by the tide of the Internet culture, network culture industry is also increasingly flourish. Internet culture in the production and service processes, and gradually developed into a pillar industry of the era of knowledge economy, vast market for a new world economic growth. Network culture industry has gradually become recognized as a new profit fulcrum, a new virtual culture is emerging. Network culture industry as a sunrise industry in the 21st century, China's how to locate? Its advantages and disadvantages how? Facing threats and opportunities? Should choose what kind of development strategy? Development should pay attention to what issues? These are what we in the development of our network to think about the cultural industry development strategy. This article is based on the basic characteristics of the network culture industry, focusing on the value and strategic deployment of network culture industry in China, focuses on the issues discussed. The full text is divided into five parts: The first part is a theoretical discussion about network culture industry. First introduced the concept of network culture industry is closely related to cultural industries and network industries. Then discusses the connotation, characteristics and status of network culture industry. The second part is the rise and development of the network culture industry. First of all, the rise of the Internet culture are described in detail. Then the current development of domestic and international network of cultural industries is introduced. Finally, the development trend of network culture industry in China to do the analysis. The third part is the SWOT analysis of China's Internet culture industry. SWOT analysis is to analyze the internal and external environment, the develop competitive strategy commonly used in a method of analysis. Network culture industry in China's external environment and internal environment analysis, listed the advantages of network culture industry, weaknesses, threats and opportunities factors, forming a network culture industry in China SWOT matrix. The fourth part is a strategic choice for the development of network culture industry. Mainly on the basis of the above analysis, the development of network culture industry in China under the new situation of the strategic planning, the five development strategy, namely: unconventional strategy, scale strategy, brand strategy, international strategy, sustained development strategy. The fifth part is the development of China's Internet culture industry countermeasures. Mainly from the point of view of the implementation of the strategy, combined with the characteristics of the network culture industry and industry development of China's Internet culture, for the government and enterprises put forward several measures for the development of China's Internet culture industry: the nationalization road, and sense of national characteristics; improve relevant laws and regulations, strengthen the network of moral education; improve the scientific and technological content of network culture industry and enhance competitiveness; optimize the network culture industry structure, vigorously develop the educational software market; the use of marketing strategies, nurture and develop the network culture market; brand, the implementation of brand integration operators strategy; establish a scientific mechanism for talented people, train accumulation talents.