国产电影后产品开发策略研究

论文编号:WHCY089 论文字数:12826,页数:16 附任务书,开题报告,外文翻译,文献综述

 摘要：电影后产品开发是指对出现于某部影片，或与某部影片相关的人物形象、名称和事件进行相关商品的生产、发行、销售或其他形式的开发，是高层次的资金回收阶段。目前，国产电影正处于从量变走向质变的腾飞期，电影产业正在不断探寻其周边产业，争取获得更大的利润及社会影响力，一方面实现资金的回笼，另一方面不断壮大整个国产电影产业集群。电影后产品开发作为整个电影产业当中一个风险较少、获利较大的环节，已经被发达国家实践多年，并已成为其一种必不可少的产业模式。而我国的国产电影后产品开发正处于起步阶段，相应的符合我国国情的开发策略尚未成体系，对于电影后产品的开发并未完全融入到整个电影产业链条之中。本文主要考察了国产电影后产品开发的现状，并结合发达国家的成功经验，提出电影后产品开发在中国电影产业链中具体实施的策略建议。
 
 关键词：国产电影；后产品；衍生品；开发策略

RESEARCH ON DEVELOPMENT STRATEGY OF THE CHINESE POST-MOVIE PRODUCTS
  ABSTRACT: Development of post-movie products means the production, distribution, sale or other forms of the movie-related characters, names and events. It is also a high level of capital recovery phase in movie industry. Currently Chinese domestic movies industry is taking off from a quantitative change to a qualitative change, and the whole industry is continually exploring the surrounding industry and striving for greater profit and social influence. In this case, on the one hand the movie makers can achieve the funds repayment, and on the other hand, the Chinese domestic movie industry cluster will grow fast. As an essential industry with large profit and low risk, post-movie products development has been achieved for many years by many developed countries. Development of post-movie products is starting to grow up in China, and the appropriate development strategy with our national conditions has been neither into the system nor into the whole movie industry chain. This paper mainly shows the nowaday situation of the development of Chinese post-movie products, and summarizes the strategy proposals for Chinese post-movie products development in the movie industry chain according to the successful experience of developed countries.
 
 Key words: Chinese movie, post-movie products, post-film products, development strategy
 
目  录
绪 论 1
一、 开发国产电影后产品的现实意义 1
（一）对我国电影产业的意义 1
1. 增加电影产业利润 2
2. 推动优秀影片的诞生 2
3. 促使中国电影人与国际接轨 3
（二）对其他相关产业的意义 3
二、 我国国产电影后产品开发的不足之处 4
（一）发达国家电影后产品的开发现状及策略 4
1. 美国电影后产品的开发现状及开发策略 4
2. 日本动画后产品的开发现状及开发策略 5
（二）我国国产电影后产品开发中存在的问题 5
1. 观念意识层面 5
2. 品牌开发层面 6
3. 产业链层面 6
4. 人才素养层面 7
5. 政策及法律监管层面 7
三、 我国国产电影后产品的开发策略 8
（一）内部的行业策略 8
1. 品牌策略 8
2. 产业链策略 8
3. 人才培养策略 9
（二）外部的环境策略 9
四、 结 论 10
致 谢 11
参考文献 13