市场与规制：国产商业电影市场的实证研究

发布时间：2018-04-05 00:22

本文选题：国产商业电影　切入点：市场运作　出处：《武汉大学》2013年博士论文

【摘要】：进入二十一世纪,中国的商业电影迅猛发展,但又发展不平衡,引起了众多学者的热切关注。商业电影市场的结构、运作模式和文化构建是一个值得探讨的重要领域。本文将以中国商业电影市场为研究对象,探讨其市场的结构、运作模式和文化构建,对中国商业电影市场存在的基本问题进行阐释与探析。本文首先回顾了国产商业电影的概况。从早期中国电影、左翼电影运动、抗日战争时期、解放战争时期、新中国成立后、改革开放等几个阶段梳理中国商业电影发展历程,并反思了电影“泛政治化”对商业电影的冲击,对娱乐片创作的否定抑制了中国电影商业化的发展以及漠视电影商业化的惯性思维导致了理论的滞后。最后分析了中国商业电影发展的现状,有国产商业大片引领市场热点、国产影片产生良好社会效益、档期运作更加成熟、院线建设持续发展,并指出存在的问题：电影产业在城乡之间发展的极端不平衡、与居民收入严重失衡的高票价、市场票房的飙升和90%以上影片的微利甚至赔本。最后从国家、政府与市场的关系探讨了电影分级制度——市场失灵与传媒业的政府管制以及主旋律影片——国家主流意识形态与电影市场的“妥协”的问题。其次,本文对我国国产商业电影的运作模式展开分析。中国电影市场的主体,包括生产主体、发行主体和放映主体；探讨制片、发行和放映三方之间的关系,认为在当前的票房分配体制下将对中小成本电影制作方造成打击,不利于电影市场的繁荣：最后对比了国外的明星、制片中西体制,就市场营销策略、后电影产品开发、资金运作和品牌策略等方面分析了国产商业电影的运作模式, 再次,本文以国家规制理论为基础,论述了我国电影市场国家的地位和职能；接着追溯了我国电影市场国家规制的变迁过程,从改革开放以来分为电影产业的转折期、改良期、全面改革期和全面开放期等几个阶段,并阐述了包括市场准入、剧本立项、审查等方面的规制,缺乏相关法律体系支撑,监督和审查为主是主要特点；最后分析了当前国家规制的效应,对于国有企业改制、多元化的影片类型、融资渠道的拓展和院线改制,有一定积极的作用。关于电影市场的消费者建构,本文主要采取调查研究方法,通过问卷和访谈形式分析商业电影观看群体的结构和心理,认为我国的观影群体主要集中于城市,地域、性别、年龄、文化程度收入对消费方式、消费特点、消费需求有不同程度的影响,农村地区受条件限制,观影者数量很少。观看电影的方式,主要通过网络和影院,大多数人一月去1-2次影院,电影月消费以50元以下较多,电影票价格式影响观影频率的主要因素。观影原因主要被电影内容吸引和约会,多数人对3D感兴趣,战争和爱情片最受欢迎。外国电影要比国产片稍受欢迎,主要因为外国电影情节曲折,彰显个人英雄主义,而国产电影则技术水平低、内容较为空洞。分析了国产商业电影消费者主体性建构,认为消费结构的不合理,表现在院线消费的比例小,家庭消费占主导地位,消费形式单一而局限于电影本身的消费。最后,本文梳理了文化因素在国产商业电影市场建构过程中的重要影响,包括早期平民、民族化文化倾向,建国后政治文化意识形态下的中国电影,以及改革开放以来电影主旋律和“娱乐化”交锋时代文化的积极作用；指出目前电影文化中对传统文化重视不够的问题,包括传统文化精神内核的表达缺乏,传统文化和现代精神的契合度不高,缺乏中国传统文化中的普世情怀,以及对中国电影的文化身份缺乏坚持和自信等,认为应该发挥中国传统文化的强语境优势,融和中国文化的多样性与同一性,将世界文化的多样性和同一性植根于民族现实的土壤,吸取民族文化精髓。最后讨论了全球化过程中中国商业电影的发展,讲了全球化的概念和影响,介绍了中国商业电影的“全球化”进程,以及中国商业电影如何应对“全球化”,认为要在电影中极力张扬中华民族五千年历史所沉淀下来的民族精神与文化价值精髓,并要对“中国元素”的继续挖掘。
[Abstract]:In the twenty - first century , China ' s commercial film has developed rapidly , but its development is unbalanced . The structure , operation mode and cultural construction of the commercial film market are an important field worthy of discussion . This paper will discuss the structure , operation mode and culture construction of the commercial film market in China , and explain and explore the basic problems in China ' s commercial film market .

This paper first reviews the general situation of China ' s commercial film . From the early Chinese film , the left - wing film movement , the anti - Japanese war period , the liberation war period , the reform and opening up after the founding of the new China , the paper analyzes the development course of China ' s commercial film , and points out the problems existing : the extreme imbalance between the development of the film industry in the urban and rural areas , the soaring market box office and the micro - profit of more than 90 % of the film . Finally , the paper discusses the government regulation of the market failure and the media industry and the compromise between the mainstream ideology and the film market from the state , government and market .

Secondly , this paper analyzes the operation mode of China ' s domestic commercial film . The main part of China ' s film market includes the main body , the distribution main body and the projection main body .
This paper discusses the relationship between the three parties of the film making , distribution and screening , thinks that under the current box office distribution system , it will blow to the small and medium - cost film producers , which is not conducive to the prosperity of the film market : finally , compares the foreign star and the system of the Chinese and Western , analyzes the operation mode of the domestic commercial film on the aspects of marketing strategy , post - movie product development , fund operation and brand strategy , etc .

Thirdly , based on the theory of national regulation , this paper discusses the status and function of China ' s film market countries .
Following the reform and opening up , it is divided into several stages , such as the transition period , the improvement period , the comprehensive reform period and the overall opening period of the film industry .
Finally , it analyzes the effect of current state regulation , and plays a positive role in the reform of state - owned enterprises , the diversification of film types , the expansion of financing channels and the reform of institutions .

This paper mainly focuses on the structure and psychology of the movie market by analyzing the structure and psychology of the commercial film watching group through questionnaires and interviews . The main factors that influence the consumption pattern , consumption characteristics and consumption demand are mainly focused on the consumption patterns , consumption characteristics and consumption demand .

Finally , this paper reviews the important influences of cultural factors on the construction of home - made commercial film market , including the early civilian , nationality cultural tendency , the Chinese film under the ideology of political culture after the founding of the country , and the positive effect of the film main melody and " entertainment " in the times of reform and opening up .
This paper points out that there is not enough attention to the traditional culture in the current film culture , including the lack of traditional culture spirit kernel , the lack of traditional culture and modern spirit , the lack of persistence and self - confidence in Chinese traditional culture .

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：J943

【参考文献】