中国影视企成功转型的案例分析——乐视影.docx

摘要如今,在科技日新月异的发展以及全球化浪潮的推动下,我国影视企业发展的内外部环境正发生着变化?同时面临着好莱坞影业的巨大挑战和国内影视企业间的激烈竞争,中国影视企业在跨越式的发展道路上前进着?随着新媒体的崛起和市场经济的不断发展,在政府出台的一系列扶持政策下,我国越来越多的影视企业开始积极筹备着自身转型以寻求长远?繁荣发展?在阐述我国影视事业的发展历程及现状的基础上,本文通过对国内外影视事业的发展的比较,找出现代我国影视企业在发展中遭遇的问题,并探究问题产生的原因以及问题对企业发展的影响?透过对市场的调研以及结合对个别成功转型的企业的分析,总结出我国影视企业转型的战略方针和未来的发展道路,为我国影视企业的发展转型提供参考模式?关键词:影视企业;营销模式;发展转型AbstractNowadays, in the development of science ,technology and globalization, the internal and external environment for the development of film industry in China is changing rapidly. At the same time,facing of the great challenge of Hollywood and the domestic film industry, the competition between China's film industry is going on a leap-forward development path. With the rise of new media and the continuous development of market economy, the government introduced a series of supporting policies, our country more and more film and television companies began preparing their transition to seek long-term development prosperity.On the basis of this paper, by comparing the development of domestic and foreign film and television, find out the problems of China's film industry modern in developing and explore the causes of problems and its influence on the development of the enterprise. Through the research of the market, and combined with the analysis of individual successful transformation of enterprises, sums up the strategy of China's film industry transformation and the future development of roads, provide a reference for the development of Chinese film and television enterprise transformation model.Key words: The Film and Television Company; Marketing Mode; Development and Transformation.引言放眼当今电影市场,各大电影档期中各路大片激战正酣,而细看会发现那些大片票房却不及预期?正如去年岁末,华谊兄弟重磅打造的电影《一九四二》登上荧屏后,虽然影片的口碑和评价都不错,但票房却不尽如人意?其股票也遭受到了重大打击,迫使华谊兄弟发表澄清,撇清其股票受挫与票房无直接关联?相反地,今年号称以互联网模式卖电影的乐视影业却把一部倍受争议的《小时代》卖到了8亿票房?当接受媒体采访时,乐视影业的CEO张绍坦言,用O2O模式卖电影是其区别于传统影视企业的关键点?最近几年,国内影视行业中也不断出现并购的项目?各大影视上市公司不约而同地开始着手并购:华谊兄弟公司并购了银汉科技,尝试涉足移动网络游戏领域?光线传媒?华录百纳和上海新文化传媒也在洽谈并购相关事宜,兴许会有重大并购项目孕育而生?从以上的报道中我们不难