我国影视出口转型升级研究

Research on the Transformation and Upgrading of Chinese Film and Television Exporting: Misconceptions, Causes and Countermeasures

文章首先分析了我国影视产品国内供给结构性过剩、海外需求不足与结构性失衡的尴尬。其次探讨其主要原因:国内外语言、文化、技术标准的差异,从研发、制作到营销整个产业链各环节核心竞争力不足,内容创新、对外贸易等市场机制有待进一步完善。最后提出我国影视出口转型升级的途径:以版权为核心,从作品到产品,带动影视外贸产业链升级;重视文化和市场差异,让影视技术与人才储备国际化或本地化;通过资本并购与平台搭建,拓宽影视的国际发行渠道;加强产业政策扶持,让政府规制为影视出口"保驾护航"。

This article first analyzes the problems about the structural surplus of domestic supply of Chinese film and the scant demands in overseas markets as well as the causes of the structural disequilibrium. Secondly, the main reasons are discussed： differences in language, culture and technological standards at home and abroad; the lack of core competitiveness in the whole production chain including research ＆ development, production and market; content innovation and the perfection of export marketing mechanism. Finally, it puts forward the way of transformation and upgrading of Chinese film and television export： taking copyright as the core to promote the upgrading of film and television industry chain; paying attention to cultural and market differences; the internationalization or localization of film technologies and talents; broadening the international distribution channels of film and television through merging and platform construction; strengthening industrial policy support to promote the exports of films and television works.