我国电视剧产业发展绩效分析——基于制播及其交易状况考察-analysis on the performance of chinas tv industry development - based on the investigation of production and broadcasting and its trading situation.docxVIP

浙江传 浙江传媒学院硕士学位论文 万方数据 万方数据 我国电视剧产业发展绩效研究 ——基于制播及其交易状况考察 摘 要 《来自星星的你》和《纸牌屋》等外国电视剧强势来袭唤起了我 们对国产电视剧的关注。虽然近年来我国电视剧创作和生产能力持续 提升，年均生产能力已达 15000 集左右，但有近一半的电视剧苦于找 不到播出平台；与此同时，我国的各大电视台尤其是省级卫视对优质 电视剧资源的争夺日趋白热化。一边是影视企业为电视剧卖不出去发 愁，另一边却是播出平台为买不到优质电视剧而苦恼，面对这种情形， 我们不禁要问：中国电视剧产业怎么啦？好的国产剧都去哪儿了呢？ 本论文以“电视剧产业发展绩效”为研究对象，以中国大陆地区 为研究范畴，选取电视剧产业中制作、播出和市场交易三重视角来考 察和评价我国电视剧产业的发展绩效。通过开展田野调查，深入北京 电视节目交易会、上海电视节、中国（杭州）电视剧节目推介会等电 视剧交易展会进行问卷调查与深度访谈，积累了大量行业一手资料， 厘清了当前我国电视剧的项目决策流程、生产交易及海外营销状况； 通过到浙江卫视总编室电视剧部实习，掌握了电视台在购买电视剧时 的购剧标准与采购流程。 本论文认为，目前我国电视剧产业存在产业低端化、经营同质化 和市场无序化等问题，产生这些问题的根源在于制作方与播出方信息 不对称，制作机构缺乏有效的前期市场调研，以及现阶段我国“先拍 再审后播”的制片流程等。进一步地，本论文从影视制作机构、电视 剧播出平台、行业主管部门、产业行业协会四个维度提出了提升我国 电视剧产业发展绩效的机理与路径。 关键词：电视剧产业；产业绩效；影视公司；电视台 I RESEARCH ON DEVELOPMENT OF PERFORMANCE OF THE TV DRAMA INDUSTRY IN CHINA ——BASED ON THE INVESTIGATION ON THE PRODUCTION AND BROADCAST AND THE TRANSACTION STATUS ABSTRACT With the overwhelming spread of the foreign TV dramas Man from the Stars and House of Cards in China, increasing attentions have been paid to the domestic TV dramas in China. On the one hand, the playwriting and production of TV dramas in China has recently rapidly and consistently increased, with a total production of 15 thousand episodes per year, however nearly half of them get no platform to be presented to the audience; on the other hand, the competition for high quality TV dramas between TV stations, especially among provincial satellite TV stations, has been more intense than ever before. It seems like a confusing and ironic dilemma for both sides, in which on the one side the TV drama producers grow anxious about the sale of TV dramas, and on the other side, the TV stations are in desperate need for high quality TV dramas. Questions have to be raised considering the current situation -- what happened to the TV drama in China? And where have the qualified Chinese TV dramas gone? This thesis is meant to research mainly on the performance of TV drama industry in China, focusing on the geographic range of