本文關(guān)鍵詞： 票房 電影項(xiàng)目 電影公司 社會(huì)網(wǎng)絡(luò) 社會(huì)資本　出處：《浙江大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：自1993年我國(guó)開展影視行業(yè)產(chǎn)業(yè)化改革以來(lái),我國(guó)電影產(chǎn)業(yè)迅猛發(fā)展,并取得了令人矚目的票房成績(jī)。電影產(chǎn)業(yè)以項(xiàng)目為導(dǎo)向的網(wǎng)絡(luò)化組織特征明顯。本文嘗試采用社會(huì)網(wǎng)絡(luò)分析的方法,對(duì)我國(guó)電影公司合作社會(huì)網(wǎng)絡(luò)結(jié)構(gòu)特征、電影項(xiàng)目社會(huì)資本與項(xiàng)目績(jī)效(總票房)之間的關(guān)系進(jìn)行探究,從而為電影票房的研究提供新的視角。本文以我國(guó)2015-2016年間成功上映的所有國(guó)產(chǎn)電影為樣本,進(jìn)行了以下兩方面研究。研究一:基于項(xiàng)目合作的電影公司社會(huì)網(wǎng)絡(luò)結(jié)構(gòu)分析。首先構(gòu)建電影公司合作社會(huì)網(wǎng)絡(luò),然后借助UCINET、GEPHI軟件分別進(jìn)行整體網(wǎng)絡(luò)結(jié)構(gòu)分析、各環(huán)節(jié)公司網(wǎng)絡(luò)地位分析及主要公司網(wǎng)絡(luò)地位分析。研究二:電影項(xiàng)目社會(huì)資本對(duì)電影總票房影響研究。首先基于相關(guān)文獻(xiàn),為每個(gè)電影項(xiàng)目在電影公司社會(huì)網(wǎng)絡(luò)(研究一中建立該網(wǎng)絡(luò))中所擁有的結(jié)構(gòu)維度社會(huì)資本構(gòu)建完整的理論框架,做出其對(duì)電影票房的影響假設(shè);然后,選取傳統(tǒng)經(jīng)濟(jì)學(xué)研究視角中影響電影票房的相關(guān)因素作為控制變量,借助SPSS軟件對(duì)假設(shè)進(jìn)行回歸分析。研究表明:(1)我國(guó)電影公司合作社會(huì)網(wǎng)絡(luò)整體上呈現(xiàn)低密度、高聯(lián)通的“鏈條”特征。(2)目前傳統(tǒng)的制作及發(fā)行環(huán)節(jié)在我國(guó)電影產(chǎn)業(yè)中仍處于最核心地位。(3)網(wǎng)絡(luò)中公司地位分布極不均勻;網(wǎng)絡(luò)最核心的位置仍被華夏及中影兩家國(guó)企占據(jù),同時(shí)大量新興互聯(lián)網(wǎng)公司發(fā)展迅猛。(4)傳統(tǒng)票房影響因素的回歸中,本文驗(yàn)證了前人大量驗(yàn)證過(guò)的一些顯著因素,包括網(wǎng)絡(luò)口碑(對(duì)數(shù)關(guān)注人數(shù))、制作成本、內(nèi)容熟悉程度(續(xù)集)、網(wǎng)絡(luò)口碑(電影評(píng)分);排除了一些爭(zhēng)議性因素,包括主創(chuàng)陣容(演員)、檔期、技術(shù)效果(3D)。除此之外也產(chǎn)生了一些新結(jié)論。(5)最終回歸分析表明,電影項(xiàng)目中公司平均結(jié)構(gòu)洞水平越高,電影總票房越高;同時(shí)公司平均接近中心度水平越高,電影總票房越高;而公司相互之間的結(jié)構(gòu)對(duì)等度、電影項(xiàng)目所含公司數(shù)量(規(guī)模)以及公司間的合作歷史(密度)對(duì)電影總票房沒(méi)有顯著影響。最后本文結(jié)合產(chǎn)業(yè)特點(diǎn)與研究結(jié)論提出政策建議如下:(1)我國(guó)電影相關(guān)公司應(yīng)根據(jù)自身發(fā)展階段選擇適合的對(duì)外合作模式,積極拓展與新公司的合作聯(lián)系。(2)初入我國(guó)電影行業(yè)的企業(yè)應(yīng)該積極探索與核心企業(yè)的合作。(3)電影產(chǎn)業(yè)中的民營(yíng)企業(yè)應(yīng)該加強(qiáng)與以中影、華夏為代表的較強(qiáng)國(guó)有企業(yè)的合作。(4)電影公司應(yīng)加強(qiáng)互聯(lián)網(wǎng)布局。(5)電影制作公司應(yīng)著重提升影片內(nèi)容質(zhì)量。(6)我國(guó)電影相關(guān)部門應(yīng)加強(qiáng)對(duì)小公司的扶持。(7)我國(guó)電影相關(guān)部門應(yīng)加強(qiáng)對(duì)營(yíng)銷服務(wù)公司的扶持。(8)我國(guó)電影相關(guān)部門應(yīng)制定統(tǒng)一的電影分類標(biāo)準(zhǔn)。
[Abstract]:Since 1993, the film industry of our country has developed rapidly since the reform of film and television industry industrialization. This paper tries to use the method of social network analysis to analyze the characteristics of cooperative social network structure of Chinese film companies. This paper explores the relationship between social capital of film projects and project performance (total box office) in order to provide a new perspective for the study of film box office. The following two aspects of the research are carried out. The first is the analysis of the social network structure of the film company based on the project cooperation. Firstly, the cooperative social network of the film company is constructed, and then the overall network structure is analyzed with the help of UCINETT GEPHI software. Network status analysis and network status analysis of major companies. Second, research on the impact of social capital of film projects on the total box office of films. First, based on the relevant literature, Construct a complete theoretical framework for the structural dimension social capital owned by each film project in the social network of the film company (study 1), and make the hypothesis of its impact on the box office. This paper selects the factors that affect the movie box office in the traditional economics research angle as the controlling variable, carries on the regression analysis to the hypothesis with the help of SPSS software. The research shows that the cooperative social network of the film companies in our country is low density on the whole. Gao Unicom's "chain" feature. 2) at present, the traditional production and distribution links are still in the most central position in the Chinese film industry. The distribution of corporate status in the network is extremely uneven, and the core position of the network is still occupied by the two state-owned enterprises of Huaxia and the Chinese Film. At the same time, a large number of emerging Internet companies are developing rapidly. In the regression of traditional box office influencing factors, this paper verifies some significant factors that have been verified by the predecessors, including online word-of-mouth (logarithmic concern number of people, production cost, etc.). Content familiarity (sequel, online word-of-mouth (movie score); exclude some controversial factors, including the main lineup (cast, timing, technical effects, 3DX). In addition, there are also some new conclusions. 5) the final regression analysis showed that, The higher the average corporate structure hole level in the film project, the higher the total box office; at the same time, the higher the company's average centrality level, the higher the total film box office; and the higher the structural equivalence between the companies. The number of companies included in the film project (size) and the history of inter-firm cooperation (density) have no significant impact on the total box office. Finally, this paper puts forward some policy suggestions based on the characteristics of the industry and the conclusions of the research. According to its own stage of development, the relevant company should choose a suitable mode of foreign cooperation, We should actively explore the cooperation with the core enterprises in the film industry.) the private enterprises in the film industry should strengthen and strengthen the film industry. China as the representative of stronger state-owned enterprises cooperation. 4) Film companies should strengthen the Internet layout. 5) Film production companies should focus on improving the quality of film content. 6) China's film departments should strengthen the support of small companies. The relevant departments should strengthen the support to the marketing service company.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J943

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