互联网文化产业的挑战与对策

Challenges of and Solutions to Internet Cultural Industry

互联网文化产业作为科技与文化相融合的新兴产业具有新媒体功能和多样的营销渠道,横跨多种产业领域,改变了人们的生活方式,以"互联网+"的思维看,互联网作为一个无边界的平台赋予了文化产业巨大的市场价值。然而,互联网文化产业也面临着规模化负担、同质化竞争、过度投资需求、传统文化转型压力、需求易变性、互联网负面因素、跨界要求等诸多挑战。为此,互联网文化企业需要树立互联网思维,重视内在积累,以规模化或个性化的方法建立正确的商业模式,延长产业链,更新并应用互联网技术,重视线下线上的结合发展,以企业家精神与合作联盟思维开拓互联网文化市场。

The Internet cultural industry,as an emergent industry which integrates science and technology into culture,enjoys the functions of new media and various ways of marketing. It cuts across various industrial fields and has changed the way of living of modern people. From the perspective of ＂Internet ＋ ＂,Internet as a borderless platform bestows great market values to cultural industry. Internet cultural industry,however,is also confronted with such challenges as the burden of mass production,the competition of equal qualities,overinvestment requirements,the transformative pressure of traditional culture,changability of requirements,negative influences of Internet,cross-field requirements,etc. To confront with all these challenges,it is necessary for Internet cultural industries to establish the way of Internet thinking,to pay attention to internal accumulation,to create correct commercial models in terms of mass production or individualistic production,so as to expand their industrial chains,to meet the new demands of Internet technology,to explore on-and-off-line development,and to develop Internet cultural market with entrepreneurship and cooperation union.