基于AHP-SWOT模型的影视基地发展战略选择——以象山影视城为例

Film and Television Base Developing Strategic Choice Based on AHP-SWOT Model:Taking Xiangshan/Movie & TV Town as an Example

随着国家文化产业向支柱性产业迈进的步伐不断加快,影视产业作为文化产业的核心产业正经历着蓬勃发展。作为影视产业的重要载体,影视基地的合理开发利用,不仅可以丰富现有的影视产业内容,而且对于扭转影视基地运转不良的现状具有重要意义。在整合SWOT分析方法与AHP分析方法的基础上,利用元决策软件Yaahp V11. 3分析工具,构建了AHP-SWOT战略模型,以象山影视城为例,通过分析影视基地开发利用的战略因素和因素影响力度来构造战略四边形,绘制战略强度、战略态度和战略类型图谱。实证研究结果表明,象山影视城目前的发展应选择机会型开拓战略,并且战略强度系数ρ大于0. 5,应持有积极的开拓态度。

The film and television industry identified as the core of the cultural industry which has gradually turned intothe pillar industry of Chinese economy is undergoing a fast development.The film and television base isan important carrier of the film industry,it's rational exploitation and utilization can not only enrich the content of the existing film and television industry,but also reverse the poor current operation significantly.On the basis of integrating SWOT and AHP analysis,AHP-SWOT strategy model was built in this paper using the meta-decision software Yaahp Vll.3analysis tool.Take Xiangshan/Movie &TV Town as an example,the strategic quadrilateral was constructed by analyzing the strategic factors and the influencing strength of factors in the exploitation and utilization of the film and television base,and the strategic strengths,strategic attitudes and types of strategies were mapped.The empirical results showed that,the current development of Xiangshan /Movie &TV Town should choose an opportunity development strategy,the coefficient of strategic strength p>0.5,it should hold a positive development attitude.