本文選題：中國電影 + 品牌生態(tài)系統(tǒng)　； 參考：《當代電影》2013年05期

【摘要】：中國電影產(chǎn)業(yè)發(fā)展與市場繁榮背后存在著國產(chǎn)電影競爭力堪憂、影院經(jīng)營效益下降、國際市場與后產(chǎn)品開發(fā)滯后等一系列問題,中國電影的品牌建設(shè)成為當務(wù)之急。本文從品牌生態(tài)理論出發(fā),借鑒好萊塢的實踐經(jīng)驗,以電影品牌生態(tài)系統(tǒng)為研究框架,對中國電影的品牌生態(tài)系統(tǒng)戰(zhàn)略進行研究。隨著企業(yè)之間的競爭日漸轉(zhuǎn)化為商業(yè)生態(tài)系統(tǒng)之間的競爭,中國電影品牌實力的提升,也越來越依賴于電影企業(yè)與所有利益相關(guān)者構(gòu)成的品牌生態(tài)系統(tǒng)來完成。在電影品牌生態(tài)系統(tǒng)建構(gòu)過程中,品牌核心無疑發(fā)揮著重要的作用,其戰(zhàn)略定位影響著整個品牌生態(tài)系統(tǒng)的發(fā)展方向。品牌生態(tài)系統(tǒng)中各種品牌關(guān)系的整合,與品牌生態(tài)系統(tǒng)的市場開拓和新業(yè)務(wù)發(fā)展相伴而生,而整個品牌生態(tài)系統(tǒng)的競爭優(yōu)勢則來源于品牌網(wǎng)絡(luò)的價值創(chuàng)新。在新型價值創(chuàng)新模式中,消費者、政府、企業(yè)與社會作為電影品牌生態(tài)系統(tǒng)的重要利益相關(guān)者,將通力合作共同實現(xiàn)電影品牌的價值創(chuàng)新。
[Abstract]:There are a series of problems behind the development and prosperity of China's film industry, such as the low competitiveness of domestic films, the decline of cinema operating efficiency, the lagging of international market and post-product development, and so on. The construction of Chinese film brand becomes an urgent task. Based on the theory of brand ecology and the practical experience of Hollywood, this paper studies the strategy of Chinese film brand ecosystem based on the frame of film brand ecosystem. As the competition between enterprises is transformed into the competition among the commercial ecosystems, the improvement of the strength of Chinese film brands is increasingly dependent on the brand ecosystem composed of the film companies and all stakeholders. In the process of constructing the film brand ecosystem, the brand core undoubtedly plays an important role, and its strategic orientation affects the development direction of the whole brand ecosystem. The integration of various brand relationships in the brand ecosystem is accompanied by the market development and new business development of the brand ecosystem, and the competitive advantage of the whole brand ecosystem comes from the value innovation of the brand network. In the new value innovation model, consumers, governments, enterprises and society, as important stakeholders of the film brand ecosystem, will work together to achieve the value innovation of film brands.
【作者單位】： 北京交通大學經(jīng)濟管理學院;
【基金】：國家自然基金項目(40971084) 國家廣電總局部級社科研究項目(GD09039)的階段性成果
【分類號】：J943

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本文編號：1886721