基于价值链的影视产业盈利模式创新研究

发布时间：2018-12-17 20:14

【摘要】：文化产业作为高附加值高的创意产业，在全球经济不断发展的今天，表现出高速发展的势头，，成为国民经济重要的增长点。影视产业作为文化产业的重要组成部分的，正以迅猛的速度参与到激烈的市场经济竞争中。影视产业竞争的核心是盈利模式的竞争。盈利模式问题是媒介产业发展中的一个战略性问题,二次销售模式作为媒介产业的核心模式在媒介融合的进程中逐渐显露出其单一化、线性化和低增值化的缺陷,由于媒介融合的影响,媒介产业价值链出现网络化、柔性化和同构化的发展趋势,媒介产业在此趋势中应通过价值链延伸、价值链转换和加强价值链治理实现盈利模式的创新。良好而独特的盈利模式对于中国影视产业的快速发展具有重大的意义。借鉴商业模式和价值链理论研究的最新成果，重新审视我国影视产业的主要盈利模式，找出传统盈利模式的弊端，并在此基础上进行影视产业利润环节的价值链重构。本文具体研究内容包括三个方面：一是对现状的分析，通过梳理我国影视产业的主要组成部分电影和电视产业的发展状况和盈利模式，对我国影视产业的发展现状做出一个总体认知；二是对存在问题的思考，结合数字化背景下影视产业发展的形势和背景，对我国现行影视产业价值链存在问题进行分析，为重构影视产业价值链奠定实践基础；三是理论的建构，根据相关理论研究和影视产业发展实践经验，提出我国影视产业盈利模式建构的理论支撑，以指导数字化时代背景下我国影视产业盈利模式创新，促进我国影视产业的健康快速发展。
[Abstract]:Cultural industry, as a creative industry with high added value, has become an important growth point of the national economy with the continuous development of the global economy today, showing the momentum of rapid development. As an important part of the cultural industry, the film and television industry is participating in the fierce market economy competition at a swift and violent speed. The core of film and television industry competition is profit model competition. Profit model is a strategic problem in the development of media industry. As the core mode of media industry, the secondary sales model has gradually revealed its shortcomings of unitization, linearization and low value-added in the process of media integration. Due to the influence of media integration, the media industry value chain has the trend of networking, flexibility and isomorphism. In this trend, the media industry should realize the innovation of profit mode through the value chain extension, value chain transformation and strengthening the value chain governance. Good and unique profit model is of great significance to the rapid development of China's film and television industry. Referring to the latest achievements of the research on business model and value chain theory, this paper reexamines the main profit models of China's film and television industry, finds out the disadvantages of the traditional profit mode, and on this basis reconstructs the value chain of the profit link of the film and television industry. The content of this paper includes three aspects: first, the analysis of the current situation, through combing the main components of the film and television industry in China, the development of the film and television industry and profit model, To make a general understanding of the current situation of the development of China's film and television industry; Second, thinking about the existing problems, combining with the situation and background of the development of film and television industry under the digital background, analyzing the existing problems of the current film and television industry value chain in our country, so as to lay a practical foundation for the reconstruction of the film and television industry value chain; Third, the theory construction, according to the related theory research and the film industry development practice experience, proposed our country film and television industry profit pattern construction theory support, in order to guide our country movie and television industry profit pattern innovation under the digital age background, To promote the healthy and rapid development of China's film and television industry.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J943;F275

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