译文基于供应链管理的数字视频服务平台构建

1、文档来源为 : :从网络收集整理 .word.word 版本可编辑 . .欢迎下载支持1 1文档收集于互联网，如有不妥请联系删除Developing a New Digital Video Service Platform for Supply-chainManagementAbstract : The video industry is an important part of the Chinese cultural industry, which has drawn much attention from the society. The value of the video servi

2、ces platform is crucial, which include: providing value-added services to the video industry stakeholders, promoting the efficient flow of communication and video products. One of the most important research directions in the current Chinese video industry is to apply supply chain management techniq

3、ues to the industrial applications under the guidance of the advanced thinking and enhance the coordination efficiency among different video parties. This paper proposes a novel digital video service platform based on supply chain management through conducting a comprehensive review and analysis on

4、the current Chinese video industry. A number of successful practical applications and empirical results have been provided in the paper to testify the feasibility and efficiency of the proposed platform.Key words : Supply-chain Management; Digital Video; Platform Construction1. IntroductionWith the

5、rapid development of new media technology and sharp increase of network, mobile phone users, Chinasvideo industry has a sustained and rapid development from the aspects of receivers, scales and influences. After thousands of films, TV plays, cartoons, Micro films and MMS produced, they are circulate

6、d and played among various new media. Such a huge content needs not only video terminal, but also efficient video distribution platform to help provide add-value services like circulation and cooperation. Some video consulting and copyright trading platforms do have a certain effect in video circula

7、tion, however, the differences of professions and design concepts make most platforms less satisfactory in resource integration and cooperation. Therefore, digital video service platform, which has advanced SCM management concepts and a good relationship with all service providers, becomes an expect

8、ation in this industry.文档来源为 : :从网络收集整理 .word.word 版本可编辑 . .欢迎下载支持2 2文档收集于互联网，如有不妥请联系删除2. SCM Theory and Applicability2.1.Conception and connotationSupply chain is a series of action made up by add-value steps during the overall process from raw material to end products. SCM aims at realizing integr

9、ated operation among companies, customers and suppliers by a special business platform, which can be done through resource integration and benefit sharing. It can improve market reactivity, increase productivity, lower the cost and expand the market. In this way, each stakeholders on this supply cha

10、in can exchange their information timely for making high-speed decision, so that each enterprise can arrange investment, production or service from the whole supply chain.2.2.Example of casesSuning electrical appliances supermarket chain is a tangible circulation platform offline essentially, which

11、is similar to digital video service platform, so it can be a perfect criterion-referenced example. Bases on SCM theory, Suning consider its customers as cooperative partner to realize value maximization of the whole supply chain and built up a B2B direct supply chain with SONY and MOTO. This project

12、 can get the order processing status from the suppliers timely and correctly. It makes related operating department have a essay access to all kinds of requirements, and changes the ways of communication offline such as making telephone calls and sending Emails. Through this project, the operating p

13、rocess becomes more fluent and reasonable.3. The Value and Functions of Video Service Platform3.1.Status of video industry chainVideo industry mainly consists of the upstream video producer, downstream video user, video service provider and audiences. Producers include film company and university st

14、udent associations, their products mainly formed in film, TV series, cartoon and DV. Downstream video users are IPTV, internet video websites like YOUKU and TUDOU and operator platform like Tianyi Video Gallery. Besides, there also have large amount of service organizations with Industry property or

15、 generative mechanisms, include various profession associations, value-added telecommunication business licensed enterprises, copyright operators etc. they offer support and service for both supply-side and demand-side.3.2.The need-to-be-solved problems of digital video service platformDigital video

16、 service platform is aimed at making the “ Logistics sy”stem ofdigital video industry more strong and fluent. It can help film producers sell their products easily and 文档来源为 : :从网络收集整理 .word.word 版本可编辑 . .欢迎下载支持3 3文档收集于互联网，如有不妥请联系删除successfully, and meet the buyers demand for excellent plays atthe s

17、ame time. What smore, companies can find better brand marketing platform, civilians can watch more high-quality plays. Thus, the contradiction between people s increasing need for screen culture and behindhand film flow capacity can be solved, and it is also the basic contradiction of the film and t

18、elevision industry.4. Platform Design and ConstructionAs shown in figure, the structure of digital video service platform mainlyincludes the following several subsystems:Development platform:client-side development interface developmentdata modelingProcess Monitoring Process Monitoringbackground ser

19、vices optimizationService Platform: producer management Video copyright warehouse video network managementOperator managementIPTV managementSupporting system Administrative process system Knowledge management systemPerformance Appraisal System financialmanagement systemTechnology Resources:WMS ERP d

20、ocument data bank4.1.Development PlatformThis platform is a visualized development system which contains the functions of development, debugging and control, etc. Platform simplified the implementation programs, and realized the functional requirements of the system by M technology. The technical ar

21、chitecture is divided into three levels: the presentation layer, business processing layer and data abstraction layer. Each layer packaged by components, can make full use of object bank, data bank, thread bank resourcestomeet all flexible resources demand.4.2. Business PlatformCore Modules mainly c

22、onclude video product management, digital right management, operators management, video net management and IPTV management, etc. The current digital storage way is that video play companies from the downstream get digital copyright, stored and called by areas, which takes up larger operating costs.

23、Video play companies authorizevideo service agencies or platform digital copyright s storage, upload and maintenance, then they may focus on customer 文档来源为 : :从网络收集整理 .word.word 版本可编辑 . .欢迎下载支持4 4文档收集于互联网，如有不妥请联系删除management and user experience. That is the basic trend of the development of Chinas v

24、ideo industry. It means that video service agencies and its platform play the role of video logistics bases, which cut down the costs of storage and operation exponentially, resulting in the scale effect and outsourcing value.4.3. Support PlatformVideo service agency belongs to learning and knowledg

25、e-intensive enterprise. It requires the characteristics of horizontal organization and management agility. Thus, only the strong support system, mainly included administration subsystem, performance evaluation subsystem, financial management subsystem and knowledge management subsystem, benefitspoer

26、ation teams learning and assimilating.4.4.Technology Resources PlatformThis platform contains application resources and data resources used in the process of supply chain integration management. IT resource layer mainly considers the resources virtualization and safety. The resource layer is premise

27、d on virtualization. The integration of IT resources is achieved through the various virtualization Technology. In data security and resistance to attack, this platform adopts the technology of data storage and snapshot backup.5. Applied CasesNEWVOD is the newly-emerging film and television service

28、providers in China, it is mainly engaged in operations and distribution of film and television products and it is the enterprise which has achieved the value-added telecommunications business licensed by the China Ministry of Industry and Information. The companys upstream customer is film and telev

29、ision product party, downstream is mainly video network and telecommunications and mobile operator such as Tudou, Youku and storm video, that is, by purchasing the copyright of the video product, issuing by the agency and charging ally fees, etc. we will make the digital video products circulating t

30、o the downstream content company with our own digital video release platform. NEWVOD centres on the digital copyright, the whole industry chain covers hundreds of manufacturers, video demand side, the invoicing work is rather huge, the repeated manual link is rather complicated. Besides, the heterog

31、eneoussystems can hardly realize information automatic flow between each other. Therefore, NEWVOD is crying needs for solving the information intergration and business intergration conundrum in the whole chain of producing and improving the information flowing rate of it.文档来源为 : :从网络收集整理 .word.word

32、版本可编辑 . .欢迎下载支持5 5文档收集于互联网，如有不妥请联系删除In solving the conundrum mentioned above, NEWVOD proceeds supplement and extension of the business process and service assembling to realize the assembling and synergism of selling and purchasing business process. According to the above digital video service platf

33、orm structures, from July of 2010 to now, we have gradually established relatively perfect video service platform based on the supply chain management system. The effects of the application of the digital release platform are following 4points.(1) Effectively intergrate upstream manufacturers manage

34、ment system, to realize the intergration of information flow and business flow from the link of purchase plan, aggency issue and video putting in store, to realize the seamless combination in the whole process.(2)Effectively intergrate downstream video issuing system, to realize intergration of info

35、rmation flow and business flow from the chain of Orders, allying charges to the chain of transmitting, to realize the tracking in the whole process.(3)By the intimate and embedded cooperation between upstream and downstream &the transparent and controlable management to make the low management cost and risks of the bank and bonding company, etc., to make the video su