中国电影二级市场的经营现状与发展策略
发布时间：2018-11-04 16:45
【摘要】：电影二级市场是独立于一级主流院线市场和三级农村市场之外的一种市场形态,其最早的源头要追溯到城乡分治的计划经济时期。上世纪七十年代的统购统销和包场放映是电影二级市场的萌芽状态。八九十年代电影行业实行的承包制,使地方制片单位拥有了一定的自主权,促进了制片方自办发行的诞生。在2002年实行院线制之后,二级市场正式从主流院线市场中分化出来,成为一种中国特色的市场概念。如今,在主流院线市场和农村市场都有了合理可行的经营模式的情况下,二级市场还是以散户的形式存在于我国的电影市场体系当中,发展路径尚不明朗。电影二级市场是主流院线市场和农村市场以外的电影经营活动,主要包括影片拷贝的发行与放映。其经营特征主要体现在：发行方面,电影二级市场主要由红头文件引路,组织团体包场,行政色彩较浓；联合行业发行,系统内部消化,对行业的依赖性较大；地区承包发行,主攻本地市场,具有一定的地域限制。在放映方面,电影在二级市场往往配合重要纪念活动、思想教育活动或者大型公益活动集中放映,放映效果突出；其放映周期较长,可以实现长效放映；放映地点主要针对目标受众特设,更加灵活便捷。电影二级市场作为文化市场的特殊形态,其社会效益高于经济效益,发展电影二级市场有利于扩大主旋律电影和中小成本国产电影的传播范围,满足更广大受众的观影需求。电影二级市场在发展过程中虽然取得过一定的成绩,但依然存在政府干预不合理,市场化程度不高；产业链条不完善,缺乏可持续的经营模式；市场机制不健全,缺乏透明有效的监督和反馈等一系列问题。因此,发展电影二级市场需要将政府扶持和市场经营有效结合起来,通过政府搭建订购平台,引入市场竞争机制,组建二级数字院线,建立市场监督机构和受众反馈机制等手段,逐步盘活二级市场。
[Abstract]:The film secondary market is a kind of market form which is independent of the primary mainstream hospital market and the tertiary rural market. The earliest source of the market is the planned economy period in which the urban and rural areas are divided. In the 1970 s, the state-of-the-art purchase and screening was the budding state of the secondary market. In the eighties and nineties, the contract system of the film industry made the local production units have certain autonomy, and promoted the birth of the producers themselves. After the hospital line system was implemented in 2002, the secondary market was divided from the mainstream hospital market and became a kind of market concept with Chinese characteristics. Now, under the condition that the mainstream hospital market and the rural market have reasonable and feasible management mode, the secondary market still exists in the form of retail investors in the film market system of our country, the development path is not clear yet. Film secondary market is the main market and rural market outside the film business activities, mainly including the distribution and screening of film copies. The main features of its management are as follows: the secondary market of film is mainly guided by red-headed documents, organized by groups, with strong administrative color, joint industry distribution, internal digestion of the system, and greater dependence on the industry; Regional contract distribution, the main attack on the local market, with certain regional restrictions. In the aspect of projection, films in the secondary market often cooperate with important commemorative activities, ideological education activities or large-scale public welfare activities concentrated projection, showing effect is outstanding, its long period of projection, can achieve long-term effective projection; The screening site is mainly for the target audience, more flexible and convenient. As a special form of cultural market, the secondary market of film has higher social benefits than economic benefits. The development of secondary market of film is beneficial to expand the range of dissemination of main melody films and small and medium cost domestic films, and to meet the needs of the wider audience. Although the secondary market of film has made some achievements in the process of development, there are still unreasonable government intervention, low degree of marketization, imperfect industrial chain and lack of sustainable management model. Market mechanism is not perfect, lack of transparent and effective supervision and feedback and a series of problems. Therefore, to develop the secondary film market, we need to effectively combine government support with market management, build an order platform through the government, introduce a market competition mechanism, and set up a secondary digital cinema line. Establish market supervision institutions and audience feedback mechanism and other means, gradually invigorate the secondary market.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J943
本文编号：2310493
[Abstract]:The film secondary market is a kind of market form which is independent of the primary mainstream hospital market and the tertiary rural market. The earliest source of the market is the planned economy period in which the urban and rural areas are divided. In the 1970 s, the state-of-the-art purchase and screening was the budding state of the secondary market. In the eighties and nineties, the contract system of the film industry made the local production units have certain autonomy, and promoted the birth of the producers themselves. After the hospital line system was implemented in 2002, the secondary market was divided from the mainstream hospital market and became a kind of market concept with Chinese characteristics. Now, under the condition that the mainstream hospital market and the rural market have reasonable and feasible management mode, the secondary market still exists in the form of retail investors in the film market system of our country, the development path is not clear yet. Film secondary market is the main market and rural market outside the film business activities, mainly including the distribution and screening of film copies. The main features of its management are as follows: the secondary market of film is mainly guided by red-headed documents, organized by groups, with strong administrative color, joint industry distribution, internal digestion of the system, and greater dependence on the industry; Regional contract distribution, the main attack on the local market, with certain regional restrictions. In the aspect of projection, films in the secondary market often cooperate with important commemorative activities, ideological education activities or large-scale public welfare activities concentrated projection, showing effect is outstanding, its long period of projection, can achieve long-term effective projection; The screening site is mainly for the target audience, more flexible and convenient. As a special form of cultural market, the secondary market of film has higher social benefits than economic benefits. The development of secondary market of film is beneficial to expand the range of dissemination of main melody films and small and medium cost domestic films, and to meet the needs of the wider audience. Although the secondary market of film has made some achievements in the process of development, there are still unreasonable government intervention, low degree of marketization, imperfect industrial chain and lack of sustainable management model. Market mechanism is not perfect, lack of transparent and effective supervision and feedback and a series of problems. Therefore, to develop the secondary film market, we need to effectively combine government support with market management, build an order platform through the government, introduce a market competition mechanism, and set up a secondary digital cinema line. Establish market supervision institutions and audience feedback mechanism and other means, gradually invigorate the secondary market.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J943
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