基于社会网络分析的中国电影项目总票房实证研究

发布时间：2018-02-25 06:10

本文关键词： 票房电影项目电影公司社会网络社会资本　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：自1993年我国开展影视行业产业化改革以来,我国电影产业迅猛发展,并取得了令人瞩目的票房成绩。电影产业以项目为导向的网络化组织特征明显。本文尝试采用社会网络分析的方法,对我国电影公司合作社会网络结构特征、电影项目社会资本与项目绩效(总票房)之间的关系进行探究,从而为电影票房的研究提供新的视角。本文以我国2015-2016年间成功上映的所有国产电影为样本,进行了以下两方面研究。研究一:基于项目合作的电影公司社会网络结构分析。首先构建电影公司合作社会网络,然后借助UCINET、GEPHI软件分别进行整体网络结构分析、各环节公司网络地位分析及主要公司网络地位分析。研究二:电影项目社会资本对电影总票房影响研究。首先基于相关文献,为每个电影项目在电影公司社会网络(研究一中建立该网络)中所拥有的结构维度社会资本构建完整的理论框架,做出其对电影票房的影响假设;然后,选取传统经济学研究视角中影响电影票房的相关因素作为控制变量,借助SPSS软件对假设进行回归分析。研究表明:(1)我国电影公司合作社会网络整体上呈现低密度、高联通的“链条”特征。(2)目前传统的制作及发行环节在我国电影产业中仍处于最核心地位。(3)网络中公司地位分布极不均匀;网络最核心的位置仍被华夏及中影两家国企占据,同时大量新兴互联网公司发展迅猛。(4)传统票房影响因素的回归中,本文验证了前人大量验证过的一些显著因素,包括网络口碑(对数关注人数)、制作成本、内容熟悉程度(续集)、网络口碑(电影评分);排除了一些争议性因素,包括主创阵容(演员)、档期、技术效果(3D)。除此之外也产生了一些新结论。(5)最终回归分析表明,电影项目中公司平均结构洞水平越高,电影总票房越高;同时公司平均接近中心度水平越高,电影总票房越高;而公司相互之间的结构对等度、电影项目所含公司数量(规模)以及公司间的合作历史(密度)对电影总票房没有显著影响。最后本文结合产业特点与研究结论提出政策建议如下:(1)我国电影相关公司应根据自身发展阶段选择适合的对外合作模式,积极拓展与新公司的合作联系。(2)初入我国电影行业的企业应该积极探索与核心企业的合作。(3)电影产业中的民营企业应该加强与以中影、华夏为代表的较强国有企业的合作。(4)电影公司应加强互联网布局。(5)电影制作公司应着重提升影片内容质量。(6)我国电影相关部门应加强对小公司的扶持。(7)我国电影相关部门应加强对营销服务公司的扶持。(8)我国电影相关部门应制定统一的电影分类标准。
[Abstract]:Since 1993, the film industry of our country has developed rapidly since the reform of film and television industry industrialization. This paper tries to use the method of social network analysis to analyze the characteristics of cooperative social network structure of Chinese film companies. This paper explores the relationship between social capital of film projects and project performance (total box office) in order to provide a new perspective for the study of film box office. The following two aspects of the research are carried out. The first is the analysis of the social network structure of the film company based on the project cooperation. Firstly, the cooperative social network of the film company is constructed, and then the overall network structure is analyzed with the help of UCINETT GEPHI software. Network status analysis and network status analysis of major companies. Second, research on the impact of social capital of film projects on the total box office of films. First, based on the relevant literature, Construct a complete theoretical framework for the structural dimension social capital owned by each film project in the social network of the film company (study 1), and make the hypothesis of its impact on the box office. This paper selects the factors that affect the movie box office in the traditional economics research angle as the controlling variable, carries on the regression analysis to the hypothesis with the help of SPSS software. The research shows that the cooperative social network of the film companies in our country is low density on the whole. Gao Unicom's "chain" feature. 2) at present, the traditional production and distribution links are still in the most central position in the Chinese film industry. The distribution of corporate status in the network is extremely uneven, and the core position of the network is still occupied by the two state-owned enterprises of Huaxia and the Chinese Film. At the same time, a large number of emerging Internet companies are developing rapidly. In the regression of traditional box office influencing factors, this paper verifies some significant factors that have been verified by the predecessors, including online word-of-mouth (logarithmic concern number of people, production cost, etc.). Content familiarity (sequel, online word-of-mouth (movie score); exclude some controversial factors, including the main lineup (cast, timing, technical effects, 3DX). In addition, there are also some new conclusions. 5) the final regression analysis showed that, The higher the average corporate structure hole level in the film project, the higher the total box office; at the same time, the higher the company's average centrality level, the higher the total film box office; and the higher the structural equivalence between the companies. The number of companies included in the film project (size) and the history of inter-firm cooperation (density) have no significant impact on the total box office. Finally, this paper puts forward some policy suggestions based on the characteristics of the industry and the conclusions of the research. According to its own stage of development, the relevant company should choose a suitable mode of foreign cooperation, We should actively explore the cooperation with the core enterprises in the film industry.) the private enterprises in the film industry should strengthen and strengthen the film industry. China as the representative of stronger state-owned enterprises cooperation. 4) Film companies should strengthen the Internet layout. 5) Film production companies should focus on improving the quality of film content. 6) China's film departments should strengthen the support of small companies. The relevant departments should strengthen the support to the marketing service company.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

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