关于互联网环境下电影市场的探讨

发布时间：2018-02-22 20:53

本文关键词： 互联网电影电影市场网络营销　出处：《上海师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，随着科学技术的发展，互联网在越来越多的领域中发挥着重要的作用。在我国电影产业迅速发展，逐步走向市场化的同时，互联网技术也渗透到电影产业中，并在一定程度上推动了电影市场的发展。电影作为第七大艺术之一，其从诞生之日起就具备了商品属性，电影也是艺术和商业的复杂混合物，这一行业充满魅力，又因其高度不确定性而充满投资风险。因此，关于互联网环境下电影市场的探讨具有十分重要的意义。本文共分为五大部分，第一章是绪论，主要阐述了课题的研究背景与研究意义；第二章是中国电影市场化的步伐与变迁，首先分析了2003年中国电影改革，其次从集团与重组的概念论述、中国电影企业集团化的挑战与机遇和电影消费的大众矛盾单方面探讨了集团化之后的发展，最后讨论了影院与银幕；第三章是互联网环境下电影市场的现状与问题，主要从媒介娱乐消费市场发展多元化，电影产业潜力市场巨大，市场回报单一性、相关行业市场仍未全面开发和互联网为电影传播带来了新模式几方面分析了电影消费市场的现状，并从缺乏对互联网的充分认识，互联网盗版严重、影响了电影公司的积极性，侵权责任的确认及追究困难，过于看重票房纪录和互联网传播给电影市场带来了挑战几方面阐释了电影市场存在的问题；第四章是互联网环境下电影市场发展的建议，具体包括改变观念、抢滩互联网电影市场，树立品牌形象、搭建专业品牌网站，挖掘新型网上盈利模式，制定网络电影市场的法律与扶持政策体系，电影网络营销，建立具有个性的网络影评和博客电影以及网络电影与电影游戏的互动创新等；第五章是结束语，，归纳总结了全文。
[Abstract]:In recent years, with the development of science and technology, the Internet is playing an important role in more and more fields. Film, as one of the 7th major arts, has its commodity attributes since its birth, and film is also a complex mixture of art and commerce. This industry is full of charm. Because of its high uncertainty and full of investment risks. Therefore, the study of the film market in the Internet environment has a very important significance. This paper is divided into five parts, the first chapter is the introduction, The second chapter is about the pace and changes of Chinese film marketization. Firstly, it analyzes the reform of Chinese film in 2003, and then discusses the concept of group and reorganization. The challenges and opportunities of the collectivization of Chinese film enterprises and the public contradiction of the film consumption discuss the development of the collectivization unilaterally, and finally discuss the cinema and the screen; the third chapter is the current situation and problems of the film market under the Internet environment. Mainly from the media entertainment consumption market development diversification, the film industry potential market is huge, the market returns single, The related industry market has not yet been fully developed and the Internet has brought a new model for film dissemination. This paper analyzes the current situation of the film consumption market from several aspects, and from the lack of a full understanding of the Internet, Internet piracy is serious, which affects the enthusiasm of film companies. The difficulty of confirming and investigating tort liability, paying too much attention to the box office record and the transmission of the Internet brings challenges to the film market and explains the problems existing in the film market in several aspects. Chapter 4th is a suggestion for the development of the film market under the Internet environment. Including changing ideas, seizing the Internet film market, establishing brand image, building professional brand website, excavating new online profit model, formulating the legal and supporting policy system of the online film market, and film network marketing. In this paper, we set up a unique network film review and blog film, and the interactive innovation of network film and movie game. Chapter 5th is the conclusion, which summarizes the full text.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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