国产电视剧海外市场进入模式研究.pdf

摘 要 海外市场进入模式理论包括两方面的内容，一是模式类型，二是模式的选 择，本文以此为框架，以文献分析、对比研究为主要方法，重点研究了国产电 视剧海外市场进入模式类型，并对模式的选择进行了阐述。 在梳理了国产电视剧进入海外市场的基本状况之后，本文总结出国产电视 剧 5 种海外市场进入模式类型，通过与一般企业海外市场进入模式类型进行对 比分析，得出国产电视剧在发展的初级阶段，海外市场进入是以贸易式模式为 主、契约式、投资式模式为辅的结论。随后，本文从模式背景、模式优劣势、 模式的合理有效性三个方面，对现阶段的模式状况进行了评述。 在模式的选择方面，本文总结了影响模式选择的四类因素，对不同市场的 进入模式选择提出了建议，并阐述了国产电视剧海外市场进入模式的新趋势。 关键字：国产电视剧 海外市场进入 模式类型 Abstract International market entry mode theory including two researching fields : the types of mode and the choice of mode. Under this theory frame, the main point of this essay is about the Chinese drama`s international market entry types by analyzing documents and comparison-thinking, the mode`s choice is also belong to this essay`s researching range. After elaborating the basic situation concerning the Chinese drama`s international market entry, the essay summarize five international market entry modes, by using of international market entry mode theory as the comparison frame, the conclusion is that the key mode of Chinese drama`s international market entry is trading entry mode, the contractual entry and the investment entry also have been using, but not too much. Then the essay begin to review the entry mode`s situation from three points, which are the background of the entry modes, the advantage and disadvantage of all the modes, the reasonable and the valid effect of the mode. Then come to the choice of the mode, the essay sums up four factors that play a vital role on the choice decision, and gives out some suggestion to different market area. At the last, talking about the new trend of the international market entry. Key words: Chinese drama, international market