不确定性市场环境下影视公司的发展策略研究

The Study of the Development Strategy of Film and Television Companies in Uncertain Market Environment

电影市场中存在影视作品市场价值、影视公司价值和企业核心资源的不确定性。影视公司通过采取包括产品多元化、产业链的横向一体化和纵向一体化在内的'合纵连横'发展战略,能够规避市场环境的不确定性,锁定企业发展的核心资源,保障企业经营绩效的稳定性。以光线传媒、万达电影和华谊兄弟为代表的国内影视公司的经营实践也证明合纵连横的发展策略是不确定性市场环境下实现公司长期稳定经营的合理路径。

There are lots of uncertainty in the film market,including the uncertainty of market value of films and television works,the uncertainty of the value and the core resources of the film and television company.The film and television company can avoid the uncertainty of the market environment,while locking the core resources of enterprise development,by adopting the development strategy of'vertical and horizontal',including product diversification,horizontal integration and vertical integration of the industrial chain,and guarantee the stability per-formance of the enterprise’s operation.The practices of Beijing Enlight Media Co.Ltd,Wanda Movie and Huayi Brothers Media Group also proved that the development strategy of combining vertical and horizontal is a reason-able way to realize the long-term stable operation of the Company in an uncertain market environment.