影视产业全产业链经营模式研究——基于横店影视基地的调研

Research on the Full Industrial Chains of Film and Television Industry's Business Mode- Based on the Investigation of Hengdian Film and Television Base

基于对横店影视基地的实地调研和查阅文献数据,发现我国影视产业受政策和需求的双轮驱动,但较于影视业发达国家明显落后,故提出打通影视业全产业链的设想。通过立体剖析华谊兄弟"内容+渠道+衍生"、光线传媒"全娱乐+传媒"、华策影视大陆版TVB和万达电影院线"影城+商业综合体"等业务模式和实现路径,发现这些影视骨干企业的产业链各具特色、亦有利弊。最后,建议影视企业应根据自身情况,量身打造适合自己的全产业链模式,不同企业须根据自身实力和不同发展阶段选择不同的经营模式,分账制是影视产业链的核心利益,应动态博弈投资商、制片商、发行商、放映方多方利益。

After an investigation on Hengdian film and television base and review of literature, we found that the film industry in China is driven by policy and demand, which is far more falls behind the developed countries. As a result, we put forward the full industrial chains through the film and television industry. Through three-dimensional analyses of Huayi Brothers Media Group＇s ＂Content ＋ Channel ＋ Derivative＂, ENLIGHT MEDIA＇s ＂integration of entertainment ＋ Media＂, HUACE FILM TV＇s ＂mainland version TVB＂ and WANDA INTERNATIONAL CINEMAS＇s ＂Studio ＋ Commercial Complex＂ business model and implementation path, we found that these film backbone enterprises have their own features, advantages and disadvantages. Finally, we suggest enterprises to choose their own modes according to their own situation. Separate accounting system is the core interest in this industry chain, so enterprises should balance the interests of investors, producers, and distributors.