中国小成本电影商业价值研究

发布时间：2018-03-25 03:32

本文选题：中国电影　切入点：小成本　出处：《陕西科技大学》2013年硕士论文

【摘要】：自1993年国家广播电影电视部发布了《关于当前深化电影行业机制改革的若干意见》的通知，中国政府开始对电影行业进行全面的体制改革，中国电影步入了由计划经济体制向市场经济体制转轨的时代，电影产业化逐步形成。据《中国电影产业研究报告》指出，2012年中国电影产量已跃居全球第二大国的位置，小成本电影是中国电影的重要组成部分，其产量占全年电影的80%以上。但在2012年总票房173亿中，数量庞大的小成本电影贡献颇小。电影商业价值体现在筹备、制片、拍摄、后期、发行、宣传、播映等环节，实现电影商业价值是电影产业化的重要表现形式，小成本电影的商业价值不容小觑。2011年电影《失恋33天》投资600多万，票房回报一个亿，但电影《钢的琴》与其同年上映，口碑虽好但票房惨淡。大部分小成本电影市场现状并不乐观，面临与院线绝缘或短期上线被挤下线的境况，如《我11》《浮城谜事》等影片。由此可见，，小成本电影产量大、优秀作品多、商业价值潜力足，其商业价值的实现与提高空间巨大。本文主要从四个方面来研究小成本电影的商业价值：第一部分是对小成本电影及其特征进行解读和梳理。笔者结合中外参考文献及最新动态资料进行归纳总结，尝试构建了中国小成本电影的涵义特征，并结合小成本电影自身现状和所处产业环境分析其综合特点，指出其在题材、受众等方面有明显区别于其他类型电影的特征。第二部分针对小成本电影的特性，结合理论分析和电影市场数据，剖析小成本电影商业价值的基本特征和商业价值实现意义，并根据统计学原理，运用SPSS软件计算办法分析小成本电影在电影成本、产量、票房等商业元素方面的特殊规律。第三部分笔者搜集归纳了2005-2012年的国内电影票房数据，从电影产业价值链角度剖析小成本电影实现商业价值的市场现状，并提出在小成本电影实现商业价值过程中重视小成本电影“软价值”的观点。第四部分依据上述数据，运用相关营销理论，提出小成本电影商业价值实现的途径与方法。为了深入分析小成本电影市场环境及商业价值实践方法和途径，笔者运用经济学和管理学知识对电影产业价值链进行系统分析。笔者通过独立考察，搜集到大量数据并结合统计学原理，运用抽样调查、问卷调查方法对小成本电影商业价值进行实证分析，探讨有关小成本电影商业价值的实现办法并提出建设性建议。本文运用问卷调查搜集的数据和文献调研的结论，为本文对小成本电影概念、特征、商业价值及电影产业价值链分析提供了数据支撑和理论依据。本文的创新点和结论在电影行业中为实践提供理论指导，有助于小成本电影专业的制作和规范的商业运作，为电影产业能健康、有序、专业、规范的发展提供微薄之力。
[Abstract]:Since 1993, when the State Ministry of Radio, Film and Television issued a notice on "some opinions on deepening the Reform of the Mechanism of the Film Industry", the Chinese government has embarked on a comprehensive institutional reform of the film industry. Chinese films have stepped into an era of transition from a planned economy to a market economy, and film industrialization has gradually taken shape. According to the China Film Industry Research report, in 2012, China's film production has leapt to the position of the second largest country in the world. Small-cost films are an important part of Chinese films, accounting for more than 80 percent of the year's film production. But of the total box office of 17.3 billion in 2012, a large number of small cost films contributed little. The commercial value of films is reflected in preparation, production and shooting. In the latter stage, distribution, publicity, broadcasting, and so on, realizing the commercial value of films is an important manifestation of film industrialization. The commercial value of small cost films cannot be underestimated. In 2011, the movie "33 days of lovelorn" invested more than 6 million, and the box office return was 100 million. However, the film "Steel Qin" was released the same year, with a good reputation but a poor box office. Most of the small cost film market is not optimistic, facing the situation of insulation from the cinema line or short term line being squeezed off the line. Such as "I 11" "Flying City Mystery" and other films. It can be seen that small cost film production is large, excellent works, commercial value is full of potential, This paper mainly studies the commercial value of small-cost film from four aspects: the first part is to study the commercial value of small-cost film. This film and its characteristics are interpreted and combed. The author combines the Chinese and foreign references and the latest dynamic materials to sum up and tries to construct the meaning characteristics of Chinese small cost movies. Combining with the current situation and the industrial environment of the small cost film, the author points out that the film is different from other kinds of movies in subject matter, audience and so on. The second part aims at the characteristics of the small cost film. Combined with theoretical analysis and film market data, this paper analyzes the basic characteristics of commercial value and significance of commercial value of small cost film. According to the principle of statistics, the paper uses SPSS software to analyze the cost and output of small cost film. In the third part, the author collects and sums up the domestic film box office data from 2005 to 2012, and analyzes the market status of commercial value realization of small cost movies from the perspective of film industry value chain. In the fourth part, according to the above data and using the relevant marketing theory, the paper puts forward the ways and methods to realize the commercial value of small cost movies. In order to deeply analyze the market environment and commercial value of small cost film, the author uses the knowledge of economics and management to systematically analyze the value chain of film industry. This paper collects a large amount of data and combines the statistical principle with sample survey and questionnaire survey to analyze the commercial value of small cost film empirically and to discuss the realization method of commercial value of small cost film and put forward some constructive suggestions. This paper uses the data collected by the questionnaire survey and the conclusion of literature research, for the purpose of this paper, the concept and characteristics of the small cost film, The analysis of commercial value and value chain of film industry provides data support and theoretical basis. The innovative points and conclusions of this paper provide theoretical guidance for practice in the film industry, and are helpful to the production and standardized commercial operation of low-cost film specialty. For the film industry can be healthy, orderly, professional, standardized development to provide a modest force.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

【参考文献】