我国艺术影院的商业模式研究

发布时间：2018-03-12 22:52

本文选题：艺术影院　切入点：商业模式　出处：《北京电影学院》2017年博士论文　论文类型：学位论文

【摘要】：2016年我国电影产业的发展遭遇“拐点”,票房的同比几乎没有增长,商业电影的口碑问题成为影片票房失利的主要原因。由此带来更多关于艺术影院的探讨,并且业内也对艺术影院的经营有了更多的尝试,但这些尝试都遇到了很多的困难而境况堪忧。笔者认为,在我国当前电影市场的发展阶段,商业电影发展带来的电影消费升级给予艺术影院一定的市场机会,但艺术影院能够依靠市场化运营而立足生存乃至继续发展,需要经营者将视野拓展出传统的只关注在运营管理和市场营销层面,从企业商业模式的根本层面对艺术影院如何能在市场生存发展进行研究和探讨。由于艺术影院的实践尝试在我国电影市场仍然是相对个性的行为,业内从业人员和学者对于艺术影院的探讨仍然集中在影院具体的产品选择和市场营销两个具体环节,研究焦点是要通过运营来解决艺术影院盈利模式的难点。本文从商业模式的核心理念出发,以价值主张、价值生产、价值提交和价值实现这四个商业模式的四大核心要素为研究基础,对我国艺术影院能够依靠商业模式的创新来获得市场化运营做出前瞻性的探讨。本文的研究方式是理论归纳结合案例分析,以及对比研究。首先文章对艺术影院和商业模式的相关概念做出本文的解释和定义,然后归纳总结了影院作为一个带有特殊性的企业主体背后的普遍商业逻辑,这种逻辑是艺术影院在创新商业模式时必要的参考和创新基础。艺术影院在我国虽然没有太多的尝试,在法国和美国却存在具有不同商业模式基础的成功现状,因此本文通过横向对比法国和美国的艺术影院经营历史及现状,梳理其背后商业模式中对我国艺术影院创新商业模式有价值的核心因素,希望可以给我国艺术影院创新商业模式带来一定的启示。艺术影院创新商业模式的最大价值在于解决当前我国艺术影院的客户价值和企业盈利相互矛盾的现实问题。传统艺术影院是通过向客户提供艺术电影产品然后向客户收费来实现企业的价值,但是在当前我国电影市场环境中,艺术影院的客户价值无法通过影院放映票房收入来完成盈利的根本目标,这就需要从创新商业模式的角度来重新树立艺术影院的价值主张,发掘艺术影院客户新的价值所在,并以此为企业定位来搜寻艺术影院新的利益相关者,重新构建价值链,并最终通过第三方支付的解决方案来完成艺术影院的价值实现。在对我国现有三种主要的艺术影院商业模式进行研究后,结合法国和美国艺术影院给我们的启示,本文在最后给出了我国当前市场环境中如何创新艺术影院商业模式的策略建议。
[Abstract]:In 2016, the development of China's film industry encountered a "turning point", and the box office almost did not increase compared with the same period last year. The word-of-mouth problem of commercial films became the main reason for the film's box-office failure. And there have been more attempts in the industry to operate art cinemas, but these attempts have encountered a lot of difficulties and are in dire straits. The author believes that in the current stage of development of the film market in China, The upgrading of film consumption brought about by the development of commercial films gives art cinemas a certain market opportunity, but art cinemas can rely on market operation to survive and even continue to develop. It is necessary for operators to expand their horizons and focus only on operational management and marketing. This paper studies and discusses how art theater can survive and develop in the market from the fundamental aspect of enterprise business model. Because the practice of art cinema is still a relatively individual behavior in the film market of our country. The discussion of art cinemas by practitioners and scholars is still focused on the specific product selection and marketing of cinemas. The research focus is to solve the difficulty of the profit model of art theater through operation. The four core elements of the four business models of value submission and value realization are the basis of the research. This paper makes a forward-looking discussion on how Chinese art theaters can rely on the innovation of business model to obtain market-oriented operation. The research method of this paper is theoretical induction combined with case study. And comparative study. Firstly, this paper explains and defines the related concepts of art theater and business model, and then summarizes the general commercial logic behind cinema as a special enterprise subject. This logic is the necessary reference and innovation basis for art cinemas to innovate their business models. Although art cinemas do not try much in our country, there are successful situations in France and the United States with different business models. Therefore, by comparing the history and present situation of art cinema management in France and the United States, this paper combs the core factors that are valuable to the innovative business model of art theater in China. The greatest value of the innovative commercial model of art theater lies in solving the contradiction between the customer value of art theater and the profit of the enterprise. Traditional art theater is to realize the value of the enterprise by offering art film products to customers and charging customers. However, in the current film market environment of our country, the customer value of art cinema can not achieve the fundamental goal of profit through the box office income of cinema projection, so it is necessary to re-establish the value proposition of art theater from the angle of innovative business model. To explore the new value of art theater customers, and to identify new stakeholders in art theater, and to rebuild the value chain. And finally through the third-party payment solution to achieve the value of art theater. After the study of three major art theater business models in China, combined with France and the United States art theater to us the inspiration. In the end, this paper gives some suggestions on how to innovate the business model of art theater in the current market environment of our country.
【学位授予单位】：北京电影学院
【学位级别】：博士
【学位授予年份】：2017
【分类号】：J946

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