万达院线盈利模式分析与优化建议

发布时间：2018-03-28 02:23

  本文选题：万达院线　切入点：盈利模式　出处：《兰州财经大学》2017年硕士论文

【摘要】：随着我国经济的快速发展与居民可支配收入的提升,电影作为文化产业的重要组成部分,电影总票房收入成持续攀升,我国放映业总银幕数也呈现出几何式的增长。然而市场上中小型院线和影院上座率渐渐难以提升,新增影院收益偏低、难以回收成本,这些不易察觉的数据却悄然提醒着变化。盈利是一个企业生存发展的基础与核心,只有获得长期稳定的盈利才是应对瞬息万变电影市场的筹码。面对这些难以忽视的潜在威胁,不禁引发我们对放映业企业盈利模式的关注。本文对万达院线的直营式院线盈利模式进行了深入的解析。从内外两方面进行影响因素分析,发现万达“院线+地产”经营模式、价值链结构和盈利来源的联动形成了独特优势;电影产业的政策扶植、较高的市场预期,也促成了盈利模式的构建。这种直营式盈利模式支撑万达院线既不用低价策略,却同时保持高票价和高市场份额。它以票房和卖品收入为利润点核心,以个人消费者为利润源主体,以传播平台为利润杠杆,以垂直价值链为利润屏障。直营式院线盈利模式具有规模优势、品牌优势,以及低成本与差异化经营并存的特点。但数额巨大与关键环节的关联交易,院线经营同质化与潜在的管理能力风险影响着万达院线的长远发展。针对万达在盈利模式存在的具体潜在威胁,提出了相应的优化建议,并最后进行了总结与展望。希望对万达院线盈利模式的研究,能对其他院线有一定的学习和借鉴意义。
[Abstract]:With the rapid development of China's economy and the improvement of the disposable income of the residents, as an important part of the cultural industry, the total box office income of the film continues to rise. The total number of screens in China's screening industry has also shown a geometric growth. However, it is gradually difficult to increase the attendance rate of small and medium-sized cinemas and cinemas in the market, and the revenue of new cinemas is on the low side, and it is difficult to recover costs. Profit is the foundation and core of a company's survival and development. Only long-term and stable profits are chips to deal with the ever-changing film market. It can not help but arouse our attention to the profit model of the projecting industry enterprise. This article has carried on the thorough analysis to the profit pattern of the Wanda hospital line's direct-type hospital line. From the inside and outside two aspects carries on the influence factor analysis, discovered Wanda "the real estate of the hospital line" the management pattern, The linkage between the value chain structure and the profit source has formed a unique advantage; the policy support of the film industry and higher market expectations have also contributed to the construction of a profit model. At the same time, it maintains high ticket prices and high market share. It takes box office and sales revenue as the core profit point, individual consumers as the main source of profits, and the communication platform as the profit lever. With vertical value chain as profit barrier, the profit model of direct-run hospital line has the advantages of scale, brand and coexistence of low cost and differential operation. The homogenization and potential management ability risk of the hospital line affect the long-term development of Wanda hospital line. In view of the specific potential threat of Wanda in the profit model, the corresponding optimization suggestions are put forward. In the end, it is hoped that the research on the profit model of Wanda Hospital Line can be used for reference by other hospitals.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943;F275

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本文编号：1674348