南京市电影院线市场分析及发展策略研究

发布时间：2018-02-04 21:56

本文关键词： 南京市院线制影院 SWOT分析框架 SCP框架　出处：《南京艺术学院》2014年硕士论文　论文类型：学位论文

【摘要】：中国电影自诞生之日起已经历了一个世纪的风雨，但电影产业真正和市场全面接轨还得从2002年的电影院线制改革算起。在这短短的10年时间里，电影产业逐渐以市场需求为导向，发展速度迅速。特别是近年来观众的观影热情持续高涨，票房收入连年走高，院线发展进入良性循环。作为文化产业的核心组成部分，电影院线的成功改革，对其他文化产业的市场化运营具有很好的借鉴作用。针对具体城市院线市场环境的深入研究，结合城市发展特点，，深入探讨院线发展过程中的成功与不足，对推动院线制影院的发展和其他文化产业的改革有很强的参考价值。本文主要研究对象为南京市院线制影院，从传播学、营销学、管理学及社会学等诸多角度出发，对南京市院线制影院市场进行较为深入的探析，以院线制改革前后南京电影市场的基本发展状况作为切入点，对目前南京市院线制影院的管理模式、营销方式、市场运作方式及影院所处的宏观环境、微观环境、机遇挑战及其潜在的威胁等多个方面进行分析，并以南京市万达院线作为代表，通过建立微观经济学模型SWOT分析框架和SCP框架进行具体比较分析，以期为南京及同类市的影院发展提供参考。
[Abstract]:Chinese film has experienced a century of rain since the date of birth, but the full integration of film industry and the market really have from the cinema 2002 reform date. In this short 10 years, the film industry gradually oriented to market demand, the rapid pace of development. Especially in recent years the audience the viewing enthusiasm rising, box office revenue rise year after year, cinema development into a virtuous cycle. As a core part of the cultural industry, the successful reform of cinema, has a good reference for market-oriented operation of other cultural industries. On the basis of in-depth study of specific city cinema market environment, combined with the characteristics of the development of City, deeply to explore the cinema development in the process of success and shortage, there is a strong reference value for reform and promote the development of cinemas and other cultural industries.
This paper mainly focuses on the Nanjing cinemas, from communication, marketing, management and social science and other point of view, make the in-depth analysis of the Nanjing cinemas market, with basic development status of Nanjing film market and cinema system reform as the starting point, the current Nanjing cinema system the theater management mode, marketing mode, macro environment, market operation and theater at the micro environment, many aspects of the opportunities and challenges and threats of potential analysis, and to the city of Nanjing Wanda cinema as a representative, through the establishment of micro economics model SWOT framework and the SCP framework of the comparative analysis, in order to provide the reference for Nanjing and other similar city cinema development.

【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J943

【参考文献】