中国内地娱乐产业的发展，已经随着经济与社会发展的总体向前正在发生整体的转型，无论是娱乐企业的集成，还是盈利模式的突破。娱乐产业的市场正在不断扩大，而竞争也显得异常激烈。娱乐企业不再是单线作战，娱乐资源的整合，产业链条的打造以寻求娱乐价值的最大化正在成为娱乐产业价值延伸的手段，这一切，都关乎着娱乐产业在未来的布局与发展。 鉴于此，本文以天娱传媒的发展为个案，探讨娱乐产业的价值延伸的命题。 本文分为五个部分：第一章界定娱乐产业的理论概念，阐述娱乐产业发展的必然性。第二章以天娱传媒作为个案，梳理其发展历程和运营模式，分析其产业发展的突围方式。第三章是延伸了第二章的相关内容，将天娱模式与国内外的娱乐企业进行各方比较，以此建立娱乐产业价值延伸的现实参照。第四章总结了天娱传媒产业突围中存在的危机，明晰了娱乐产业价值延伸中可能出现的问题。第五章是前四章整合后得出的结论，为我国娱乐产业价值延伸提出相关性的策略，包括价值链条的打通，规模优势的建立以及跨领域合作的多元化发展方式。

Following the complex trend, the development of entertainment industry in China is experiencing a holistic transformation, whether on the integration of the entertainment industry or the breakthrough of the profit model. The entertainment market is expanding and full of fierce competition. Under this circumstance, the integration of entertainment resources and the formation of the industry chain contact to the future of the entertainment industry. Taking EE-Media as the case, this thesis attempts to discuss the value expansion of entertainment industry. The body of the thesis has five parts: The first part identifies the theoretical boundary of entertainment industry and points out the value expansion and necessity .The second part contains the development of EE-Media and the strategy of expansion. The third part compares EE-media and some other enterprises to establish realistic reference. The forth part analyzes the crisis of the EE-Media to warn the entertainment industry. The fifth part is the summary to provide some strategies of value expansion, including the combination of the value chain, the establishment of the scale advantage, and the diversified development of interdisciplinary, etc.