中国影视剧套拍现象解析

发布时间：2018-02-08 15:31

本文关键词： 套拍影视生产方式品牌延伸二次消费　出处：《山东师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：作为一种新兴的影视生产方式，套拍是对同一内容不同形式的呈现。虽然这种现象在国内已有20多年的历史，其发展却一直不温不火。新千年以后，文化产业的繁荣为套拍的发展提供了良好的契机。据不完全统计，自2010年以后，基本每部票房过千万的电影都传出过将其套拍成电视剧的消息，而且大多都已立项或开拍。同时，将取得高收视率或引起广泛热议的电视剧套拍成电影作品的例子也屡见不鲜。影视制作公司一旦找到了一个可供开发的产品，就会想尽办法挖掘其最大价值，以不同方式对原产品进行延伸开发。在整个传媒行业，图书、电影、电视剧、话剧等早就形成了一条相互补给、共同开发的文化产业链。因此，加紧对影视套拍现象的研究成为当下一个重要的课题。本文试图以一种整体性的研究视角，以当前影视套拍的发展现状为基础，深度解析套拍繁荣的原因，并对套拍存在的问题进行剖析，归纳、总结出若干提高套拍产品成功率的建议，使套拍真正成为一种促进影视发展的生产方式。其中，笔者将重点放在了大众消费背景下的受众研究上，通过调查问卷的形式对200位普通受众进行随机访问，以受众对影视套拍产品的不同反应与实际消费状况为依据，全方位解析影响受众消费的各种因素，为套拍的产业化进程添砖增瓦。其中，本文除了绪论和附录部分外，共分为三大章节。绪论部分阐述的是：套拍的概念解析及研究背景。笔者从历时性和共时性两个方面对“套拍”进行了详细的理论阐释。本文在前人研究的基础上结合时代变化的背景，对套拍的界定进行了合理的继承与发展，使之更符合当下影视行业的发展潮流。第一部分阐述的是：套拍的发展历程。套拍在二十多年的发展过程中，其兴衰与时代大背景息息相关，经历了从摸索到成熟的基本过程。本章将从套拍的历史梳理以及套拍发展的背景两个方面对套拍的发展做出全面、详细的梳理。第二部分阐述的是：套拍的现状以及存在的问题。目前，套拍在市场上呈现出一片大好的发展态势，产量更是飞速提高。但近年来套拍产品在市场上的境遇并不是一帆风顺。首先，产品层面，并不是所有的影视作品都能够取得不错的票房或收视成绩；其次，受众的分流严重影响了制片方对市场的预期，套拍在受众的消费过程中受到各种因素的制约；最后，即使原母本已经引起了广泛的热议，其延伸产品也很难把握住已有的传播优势，乘胜追击。目前套拍正处在一个难得的发展时期，对于其发展过程中出现的诸多问题，如果不予以重视，就会严重阻碍套拍的发展。第三部分阐述的是：套拍的发展出路。文章将从延续上一章套拍存在的问题从三个方面探讨套拍的发展方向。从产品角度来讲，套拍作品的质量是决定其成败的关键。套拍的影视作品应在充分考虑其不同属性的基础上，遵循大众的口味，提高套拍产品的成功率；从受众角度来讲，套拍应该走一条以受众为核心的品牌化发展道路，主动迎合受众，刺激消费；从营销角度来讲，套拍应结合具体的产品要素，掌握营销技巧，主动出击。目前，中国的影视产业正处在一个快速发展的黄金时期，在激烈的市场环境下，只有强者才能生存。套拍要想得到长久的发展，必须提高产品质量，，整顿行业秩序。只有这样，这场打着品牌延伸口号的战役才会持久，从而更深层次影响中国整个影视行业的发展。
[Abstract]:As a new film production, film is set to the same content in different forms. Although the history of this phenomenon in the country has more than 20 years, its development has been tepid. The new millennium, provides a good opportunity for the development of the cultural industry boom set shot. According to incomplete statistics, since 2010, basically every box office of millions of movies are spread over the set of a TV news, and most have been approved or shot. At the same time, will obtain high ratings or caused extensive hot TV drama film set works for example. It is often seen. once you find a film and television production company one for the development of the product, will try to dig its maximum value, to extend the development of the original products in different ways. In the media industry, the books, movies, TV series, drama, already formed a mutual supply, common The development of the cultural industry chain. Therefore, it is an important issue to study the phenomenon of film and television sets.
This paper attempts to study the perspective of a whole, to the current development of taopai is based on the current situation, in-depth analysis of the reasons for the prosperity of taopai, and analyzes the existing problems of pat, summarized, summed up some improve the success rate of taopai products, make taopai become a kind of promoting film the development of the mode of production. Among them, the author will focus on the research background of the audience of mass consumption, random access to the 200 general audience through the questionnaire form, making products to the film and television audience with different reaction and actual consumption situation as the basis, comprehensive analysis on various factors of audience consumption, Tim brick for the industrialization set shot tile.
In addition to the introduction and the appendix part, this article is divided into three chapters.
The introduction part is: taopai parsing the concept and research background. Two aspects from the diachronic and synchronic theory were explained in detail on the "beat". On the basis of previous studies combined with the changes of the age background, the definition of the set to shoot a reasonable inheritance and development and to make it more in line with the development trend of the film industry.
The first part is: the development of the set shot. Set to shoot in more than 20 years in the development process, the rise and fall of the background are closely related, from inexperienced to basic process maturity. This chapter from the history and development of taopai taopai background of the two aspects of the development of taopai to a comprehensive, detailed analysis.
The second part is set to shoot: current situation and existing problems. At present, taopai showing a good development trend in the market, the yield is increased rapidly. But in recent years the film sets of products in the market situation is not Everything is going smoothly.. First, the product level, and not all of the film and television work to achieve good box office or performance ratings; secondly, streaming audience serious impact on the market expectations of the producers, set to shoot in the process of consumption in the audience by various factors; finally, even if the original parent has already caused the extensive discussion, the extension of the product is difficult to spread, hold the at present, taopai is in follow up a victory with hot pursuit. A rare period of development for many problems in its development process, if not pay attention, it will seriously hinder the development of taopai.
The third part is the way out for taopai development. This article from the last chapter set to shoot the problems from the three aspects of the development direction of taopai. From the product point of view, the quality of taopai works is the key to success. The film and television works set to shoot should be based on the full consideration of the different the attribute, according to popular taste, improve the success rate of taopai products; from the audience perspective, taopai should take a to the audience as the core brand development path, the initiative to cater to the audience, to stimulate consumption; from the marketing perspective, taopai products should be combined with specific elements, grasp the marketing skills, initiative attack.
At present, Chinese film industry is in a golden period of development, in the fierce market environment, only the strong survive. Taopai to obtain long-term development, must improve the quality of products, industry consolidation order. Only in this way, the battle with brand extension, export will be a long time, and thus more deep China times affect the development of the entire film industry.

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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