【摘要】：本文首先是在我國(guó)文化產(chǎn)業(yè)大繁榮,國(guó)家連續(xù)三年出臺(tái)支持文化產(chǎn)業(yè)發(fā)展的相關(guān)政策大背景下進(jìn)行的選題。其次,本文結(jié)合盈利模式的相關(guān)理論,并借鑒其他影城的盈利模式實(shí)踐經(jīng)驗(yàn),采用系統(tǒng)分析法、比較分析法與成本收益分析法對(duì)本文研究對(duì)象GJ國(guó)際影城的現(xiàn)狀進(jìn)行的全面的分析與評(píng)判,得出GJ影城存在四個(gè)方面的問(wèn)題：一是在利潤(rùn)點(diǎn)方面存在利潤(rùn)點(diǎn)單一且盈利能力較低的問(wèn)題；二是在利潤(rùn)源方面存在利潤(rùn)源劃分不細(xì)致,尚處于大眾化階段的問(wèn)題；三是利潤(rùn)杠桿層面存在利潤(rùn)杠桿起點(diǎn)較高和彈性不足的問(wèn)題；四是在利潤(rùn)屏障構(gòu)建層面存在潛在進(jìn)入者威脅,競(jìng)爭(zhēng)能力不高的問(wèn)題。 最后,基于以上分析研究,本文在制定合理的盈利來(lái)源計(jì)劃、盈利方式與目標(biāo)的具體原則下,制定出符合影城長(zhǎng)遠(yuǎn)發(fā)展的盈利模式,總體分為以下四個(gè)方面：一是在利潤(rùn)點(diǎn)方面應(yīng)推陳致新,增加新型利潤(rùn)點(diǎn),提高現(xiàn)有利潤(rùn)點(diǎn)盈利能力；二是細(xì)分客戶,將客戶群體分為老人、兒童、情侶、成人和學(xué)生五類,根據(jù)類別制定不同營(yíng)銷策略；三是在利潤(rùn)杠桿方面不僅局限于價(jià)格杠桿的調(diào)節(jié)作用,同時(shí)應(yīng)推行行業(yè)聯(lián)盟政策,最大限度滿足客戶需求；四是在利潤(rùn)屏障構(gòu)建方面,應(yīng)利用自身優(yōu)勢(shì),打品牌戰(zhàn)略,防止?jié)撛谶M(jìn)入者威脅。
[Abstract]:This paper is the first in China's cultural industry prosperity, the country issued three consecutive years to support the development of cultural industry under the background of related policies. Secondly, this paper combines the relevant theories of profit model, and draws lessons from the practical experience of other movie cities' profit model, and adopts the system analysis method. The comparative analysis and cost-benefit analysis of the current situation of GJ International Studios, which is the object of this paper, are comprehensively analyzed and evaluated. It is concluded that there are four problems in GJ Studios: one is that the profit point is single and the profitability is low; The second is the problem that the division of profit source is not detailed and it is still in the popular stage, the third is the problem of high starting point and insufficient elasticity of profit lever in the level of profit lever. Fourth, there is the problem of potential entrant threat and low competitive power at the level of profit barrier construction. Finally, based on the above analysis and research, under the specific principle of making reasonable profit source plan, profit mode and target, this paper formulates a profit model that accords with the long-term development of the movie city. The whole is divided into the following four aspects: first, in the profit point should promote Chen Zhixin, increase the new profit point, improve the profitability of the existing profit point; The second is to subdivide the customer groups into the elderly, children, lovers, adults and students, according to the category of different marketing strategies; Third, the profit leverage is not only limited to the regulatory role of price leverage, but also should promote the policy of trade alliance to meet the needs of customers to the maximum extent; Fourthly, in the aspect of profit barrier construction, we should make use of our own advantages, strike brand strategy and prevent potential entrants from threatening.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J946

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李立;當(dāng)電影遇上傳播——電影傳播的狀態(tài)分析[J];重慶工學(xué)院學(xué)報(bào);2005年09期

2 黃佶;電影隱性廣告的不足及其片外效應(yīng)的利用[J];當(dāng)代電影;2005年03期

3 鄭宜庸;;互動(dòng)的觀看表演——電影傳播中的受眾分析[J];東南學(xué)術(shù);2005年06期

4 宋家玲;;主旋律電影的危機(jī)與活路[J];電影藝術(shù);2006年01期

5 李萍;電影受眾與環(huán)境藝術(shù)[J];淮北煤炭師范學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2004年06期

6 甫玉龍;;文化產(chǎn)業(yè)的主體規(guī)制與發(fā)展策略[J];社會(huì)科學(xué)輯刊;2011年05期

7 黃永林;羅忻;;文化產(chǎn)業(yè)發(fā)展核心要素關(guān)系研究[J];社會(huì)主義研究;2011年05期

8 趙旭;;產(chǎn)業(yè)哲學(xué)視域下文化產(chǎn)業(yè)發(fā)展研究[J];社科縱橫;2012年08期

9 劉建宏;中國(guó)電影市場(chǎng)的機(jī)會(huì)和構(gòu)成[J];現(xiàn)代傳播-北京廣播學(xué)院學(xué)報(bào);2000年04期

10 陳共德;;中國(guó)電影市場(chǎng)結(jié)構(gòu)研究[J];現(xiàn)代傳播(中國(guó)傳媒大學(xué)學(xué)報(bào));2010年02期

，

本文編號(hào)：2404963