数字影视产品发行新模式研究

发布时间：2018-08-30 19:06

【摘要】：由于影视产品与生俱来的商品性，并且这种商品性在当前社会中不断被认可，因此影视产品作为文化产业的一部分，它的变革正在引起越来越多的人们的关注，从影视产品本身来说，如何将影视产品发行好，让影视产品由精神食粮变成产业利润也已经成为了一个值得关注的经济现象。特别是进入了数字时代之后，原本已经相对成熟的影视产品发行模式已经落在了时代的脚步后，颠覆了从业者对传统影视产品发行的根本认识，数字影视产品的发行已经不单单以在电视台获得高收视率，在电影院取得高票房为根本目的了。在传统模式下，除了在电视台和电影院这样的发行手段之外，就别无他法。然而数字时代的到来却给了影视产业新的思考。数字影视产品的发行给影视产业带来了从未有过的优势和巨大的改变，也使整个影视产业成为文化产业中不能忽视的经济增长点和文化产业中的关键。国家以及各省及自治区直辖市，拿出了众多人力物力掌握数字影视技术，支持数字影视产业的蓬勃发展。但说到根本，探索数字影视产品的发行模式，将数字影视产品的经济利益最大化，那么我们的影视行业才算是真正走上了产业化道路，并且真正的实现了影视艺术属性之余的经济价值。本文试图通过社会学理论、传播学理论、消费者行为学理论，，研究国内外案例来为发展中的我国数字影视发行找到新的契机和生机，也通过这种理论依据和畅想来梳理中国当下数字影视产品发行的现状和总结实践中出现的问题，并提出了应对策略来解决困惑。本文共包括四部分内容：第一部分从研究数字影视产品和数字影视产品的发行出发，对中国数字影视产品发行有一个总体的概念。第二部分对我国数字影视产品发行现状进行了理性分析，了解我国目前数字电视剧、数字电影以及微电影的发行现状及宣发一体化概念的提出。第三部分是根据目前我国数字影视产品发行现状提出的数字影视产品发行的新模式，强调了多样化持有版权决定发行以及跨行业的整合。并希望真正迎来中国数字影视产品发行的繁荣。本文的创新点在于合理的运用整合包括社会学理论和消费者行为学在内的理论对我国数字影视产品的发行进行完整的分析，通过对知识系统性运用总结出适合我国数字影视产品的发行之路。
[Abstract]:Because of the inherent commodity of film and television products, and this commodity is constantly recognized in the current society, film and television products as a part of the cultural industry, its changes are attracting more and more people's attention. From the film and television products themselves, how to issue the film and television products and make the film and television products from spiritual food to industrial profits has become an economic phenomenon worthy of attention. In particular, after entering the digital age, the originally relatively mature mode of distribution of film and television products has fallen behind the footsteps of the times, subverting the fundamental understanding of traditional film and television products issued by practitioners. The distribution of digital film and television products is not only to get high ratings in television, but also to get high box office in cinemas. In the traditional mode, there is no other way than in television and cinemas, such as the means of distribution. However, the arrival of the digital age has given the film and television industry a new thinking. The issue of digital film and television products has brought unprecedented advantages and great changes to the film and television industry, and has also made the whole film and television industry become the economic growth point and the key point in the cultural industry that can not be ignored. The state, as well as provinces and autonomous regions directly under the Central Government, put out a lot of manpower and material resources to master digital film and television technology to support the vigorous development of the digital film and television industry. But when it comes to the fundamentals, to explore the distribution model of digital film and television products and maximize the economic benefits of digital film and television products, then our film and television industry is truly on the road to industrialization. And the real realization of film and television art attributes of the economic value. This paper attempts to find new opportunities and vitality for the development of digital film and television distribution in China through sociological theory, communication theory, consumer behavior theory, and domestic and foreign cases. Also through this theoretical basis and imagination to comb the current status of digital film and television products in China and summarize the problems in practice, and put forward countermeasures to solve the confusion. This paper consists of four parts: the first part of the study of digital film and television products and the issue of digital film and television products, there is a general concept of digital film and television products issued in China. In the second part, the author makes a rational analysis of the present situation of the distribution of digital film and television products in China, understands the present situation of the distribution of digital TV series, digital movies and micro-films in China and puts forward the concept of integration of publicity and publication. The third part puts forward a new mode of digital video product distribution according to the present situation of digital film and television product distribution in our country. It emphasizes the diversification of copyright holding and the integration of different industries. And hope to ushered in the prosperity of China's digital film and television products distribution. The innovation of this paper lies in the rational use of the integration theory, including sociological theory and consumer behavior theory, to analyze the distribution of digital film and television products in China. Through the systematic use of knowledge summed up suitable for the distribution of digital film and television products in China.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943.11

【共引文献】