發(fā)布時間：2018-03-28 02:23

  本文選題：萬達院線　切入點：盈利模式　出處：《蘭州財經(jīng)大學》2017年碩士論文

【摘要】：隨著我國經(jīng)濟的快速發(fā)展與居民可支配收入的提升,電影作為文化產(chǎn)業(yè)的重要組成部分,電影總票房收入成持續(xù)攀升,我國放映業(yè)總銀幕數(shù)也呈現(xiàn)出幾何式的增長。然而市場上中小型院線和影院上座率漸漸難以提升,新增影院收益偏低、難以回收成本,這些不易察覺的數(shù)據(jù)卻悄然提醒著變化。盈利是一個企業(yè)生存發(fā)展的基礎與核心,只有獲得長期穩(wěn)定的盈利才是應對瞬息萬變電影市場的籌碼。面對這些難以忽視的潛在威脅,不禁引發(fā)我們對放映業(yè)企業(yè)盈利模式的關注。本文對萬達院線的直營式院線盈利模式進行了深入的解析。從內(nèi)外兩方面進行影響因素分析,發(fā)現(xiàn)萬達“院線+地產(chǎn)”經(jīng)營模式、價值鏈結(jié)構(gòu)和盈利來源的聯(lián)動形成了獨特優(yōu)勢;電影產(chǎn)業(yè)的政策扶植、較高的市場預期,也促成了盈利模式的構(gòu)建。這種直營式盈利模式支撐萬達院線既不用低價策略,卻同時保持高票價和高市場份額。它以票房和賣品收入為利潤點核心,以個人消費者為利潤源主體,以傳播平臺為利潤杠桿,以垂直價值鏈為利潤屏障。直營式院線盈利模式具有規(guī)模優(yōu)勢、品牌優(yōu)勢,以及低成本與差異化經(jīng)營并存的特點。但數(shù)額巨大與關鍵環(huán)節(jié)的關聯(lián)交易,院線經(jīng)營同質(zhì)化與潛在的管理能力風險影響著萬達院線的長遠發(fā)展。針對萬達在盈利模式存在的具體潛在威脅,提出了相應的優(yōu)化建議,并最后進行了總結(jié)與展望。希望對萬達院線盈利模式的研究,能對其他院線有一定的學習和借鑒意義。
[Abstract]:With the rapid development of China's economy and the improvement of the disposable income of the residents, as an important part of the cultural industry, the total box office income of the film continues to rise. The total number of screens in China's screening industry has also shown a geometric growth. However, it is gradually difficult to increase the attendance rate of small and medium-sized cinemas and cinemas in the market, and the revenue of new cinemas is on the low side, and it is difficult to recover costs. Profit is the foundation and core of a company's survival and development. Only long-term and stable profits are chips to deal with the ever-changing film market. It can not help but arouse our attention to the profit model of the projecting industry enterprise. This article has carried on the thorough analysis to the profit pattern of the Wanda hospital line's direct-type hospital line. From the inside and outside two aspects carries on the influence factor analysis, discovered Wanda "the real estate of the hospital line" the management pattern, The linkage between the value chain structure and the profit source has formed a unique advantage; the policy support of the film industry and higher market expectations have also contributed to the construction of a profit model. At the same time, it maintains high ticket prices and high market share. It takes box office and sales revenue as the core profit point, individual consumers as the main source of profits, and the communication platform as the profit lever. With vertical value chain as profit barrier, the profit model of direct-run hospital line has the advantages of scale, brand and coexistence of low cost and differential operation. The homogenization and potential management ability risk of the hospital line affect the long-term development of Wanda hospital line. In view of the specific potential threat of Wanda in the profit model, the corresponding optimization suggestions are put forward. In the end, it is hoped that the research on the profit model of Wanda Hospital Line can be used for reference by other hospitals.
【學位授予單位】：蘭州財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J943;F275

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本文編號：1674348