Viewing network culture industry model from Network games

Silicon Valley November 7 Network Cultural Industries emphasize cultural content, mainly include music, movies, games, animation and books and other cultural and entertainment content. The formation of network culture industry should be at least three conditions: first, the formation of a sizeable audience group, the second is to create a considerable profit; the third is to form an industrial model. At present, China's network culture industry is rising, it will also become the fundamental impetus to promote the development of network culture.


　　


with the rapid development of network culture, the emergence of network culture industry. The network culture industry generally includes two aspects: first, the network and digitalization of the traditional culture industry, and the other is the new cultural product which is different from the traditional culture in the form and the content of the information network. On what is the network culture industry, people have not formed a unanimous understanding. At present, the definition of the network culture industry is based on the discussion of the network culture industry in the article "meeting the rise of the information culture industry in China" published by the Ministry of Culture in 2003, and the ―ci of the network culture industry is the sub concept of CI industry.


　　


Network culture industry emphasizes cultural content, including music, movies, games, animation and books and other cultural and entertainment content. We use network application to look at the composition of the network culture industry. China Internet Network Center survey report shows that the current Internet users in China include: Information access, business transactions, communication, network entertainment four aspects. Business transaction is the network business, which belongs to the network economy, we do not consider. Then, the network culture industry is in the information acquisition, communication, Network entertainment Three aspects of the formation of the industry, including: Search Engines, Internet News (information Acquisition), instant messaging, blog/personal space, micro-blog, social networking sites (communication), online games, online literature, network video (network Entertainment) and so on. If the Chinese Internet Center "China internet 28th Statistical report" provided data to analyze the current situation of China's network culture industry, the formation of network culture should be at least three conditions:


　　


First, the formation of a sizeable audience group. The audience group indicates that a certain industry has a certain market, and the market is persistent. By the end of June 2011, the search engine users reached 386 million, the network news users scale up to 362 million people, instant Messaging users of 385 million, blogs and personal space of users of 318 million people, micro-blog users to maintain a rapid growth trend. By the end of June 2011, the number of Chinese microblogging users reached 195 million, within six months increased by more than twice times, become the fastest growing Internet applications. Chinese social networking site users, online gaming users, network literature users, network video users have formed a considerable scale. According to this, it can be said that the network culture industry consumer groups have been formed.


　　


the second is to create a considerable profit. Only when the network culture industrialization development, can create very considerable profits. On the contrary, the attraction of the network culture to the capital increases, also explained that the network culture industry is developing rapidly. It may be an important form of network industry network games, network video as an example to see the network culture industry to create profits.


　　


Network games continue to grow, creating a handsome profit. Network game is one of the most profitable forms in the network culture industry. China's online game industry to create revenue is also sustained growth. "2008 China Game Industry Survey Report" shows that "in 2008, the number of Chinese online game users reached 49.36 million, compared to 2007 increased by 22.9%." "The 2009 white Paper on China's online games market," the Ministry of Culture, said, "in 2009 China's online game market size (only including revenue for game operations for gamers, excluding overseas export earnings and income from other profit models) was 25.8 billion yuan, an increase of 39.5% per cent." "China online Games 2010 Annual Meeting said," 2010 China's online game market real sales revenue of 32.37 billion yuan, a 26.3% increase than 2009. "From these figures can be seen, online game revenue growth is considerable, online gaming industry has become the fastest growing industry in the network culture industry."


　　


Online video continues to grow steadily and has a huge potential for revenue generation. China's video industry has been in the growth momentum. SARFT Development Research Center Director, "China Audiovisual New Media Development Report (2011)" Editor Pang in the report launch pointed out that "all kinds of audiovisual new media business form of rapid development, 2010 China's network video advertising revenue at about 2 billion yuan, The number of users of the network video reached 284 million, becoming the world's largest single national network video user groups. "At present, the network video industry is still in the overall loss stage, advertising revenue is the main source of revenue for video sites, and the amount of advertising revenue depends on the video site's user size and brand status." In the same time, Q1 video industry user size data show that the first three users of the scale and advertising revenue is exactly the same ranking, the same is Youku, potatoes, Sohu video. In addition to the traditional patch ads, in the video site advertising revenue composition, the network homemade drama is becoming a new strong growth point. From these impressive figures, online video contains a huge revenue outlook. Although the network video investment has certain risk, but from the network video in the network culture industry growth trend, its future development should not be underestimated.


　　


three is to form the industrial model. Take the network game as an example to see the network culture industry pattern. The industry chain of the network game industry includes the game development operator, the channel dealer, the channels seller, the telecommunication operator and the peripheral service provider.


　　


"Developer" is the network game developer, responsible for the game program production, commissioning and a series of work, ranked first in the industrial chain. Sometimes developers can also act as agents, operators, channels, and many other roles. "Agent" is responsible for the sales of network games, operations, publicity and other work. "Operator" is responsible for the operation of network games, including the construction of game platform, operation, maintenance, customer management work. Operators are the protagonist to create the value-added of online games, more benefits, but more investment, the general need to invest in large costs, is the network game industry chain of the largest commercial risk role. "Channel Dealer" is responsible for the network game software, point cards and other sales. Its sales channels are generally: sales outlets of distributors, internet Cafes Alliance, online e-commerce Direct sales. The profit of the sellers mainly comes from the market promotion of the game. "Operation support Provider" for the game operators to provide network, bandwidth, equipment or regional gaming zones, network zones, such as the operation of supporting vendors.


　　


Network game Implementation, all links are essential. The coordinated operation of each link has formed the commercialized operation mode of the network game. It can be said that the online gaming industry has been closely related to this model, the commercial operation of its industrial model more mature, the development of online gaming industry faster.


　　


in short, China's network culture industry is rising, it will also become the fundamental impetus to promote the development of network culture. As the "digital content" industry, network culture is the life of network culture industry. And the flourishing development of the network culture industry actually also witnessed the flourishing development of the network culture. In the future development, the network culture development will promote the further development of the network culture industry.