影视行业盈利模式中的问题及对策

Problems and Countermeasures in Profit Model of Film and Television Industry

文化产业日益繁盛,带动我国的影视行业飞速发展,但是在带来新发展机遇的同时,影视行业传统的盈利模式也面对着外部挑战与内部风险的两面夹击。基于我国影视行业的发展现状以及行业内部的盈利模式,分析了当前影视行业的各种盈利模式:票房盈利模式,播映权盈利模式、广告盈利模式、衍生品盈利模式、经纪代理盈利模式等。探讨其存在的问题,并提出几点有利于影视企业盈利模式改善的思路和建议。

The industry is increasingly prosperous,driving the rapid development of China's film and television industry. With the new opportunities for development,at the same time,the film industry's traditional profit model also faces the attack of the external challenges and internal risks. Based on the present situation of China's film and television industry development and the profitability pattern within the industry,this paper analyzes the profit model of the current film and television enterprises: the profit model of the box office,the profit model of the broadcasting rights,the profit model of the advertising,the profit model of the derivatives and the profit model of the brokerage agent. It explores their problems,and puts forward some ideas and suggestions for improving the profitability of film and television enterprises.