本文關(guān)鍵詞： 套拍 影視生產(chǎn)方式 品牌延伸 二次消費(fèi)　出處：《山東師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：作為一種新興的影視生產(chǎn)方式，套拍是對(duì)同一內(nèi)容不同形式的呈現(xiàn)。雖然這種現(xiàn)象在國(guó)內(nèi)已有20多年的歷史，其發(fā)展卻一直不溫不火。新千年以后，文化產(chǎn)業(yè)的繁榮為套拍的發(fā)展提供了良好的契機(jī)。據(jù)不完全統(tǒng)計(jì)，自2010年以后，基本每部票房過(guò)千萬(wàn)的電影都傳出過(guò)將其套拍成電視劇的消息，而且大多都已立項(xiàng)或開拍。同時(shí)，將取得高收視率或引起廣泛熱議的電視劇套拍成電影作品的例子也屢見不鮮。影視制作公司一旦找到了一個(gè)可供開發(fā)的產(chǎn)品，就會(huì)想盡辦法挖掘其最大價(jià)值，以不同方式對(duì)原產(chǎn)品進(jìn)行延伸開發(fā)。在整個(gè)傳媒行業(yè)，圖書、電影、電視劇、話劇等早就形成了一條相互補(bǔ)給、共同開發(fā)的文化產(chǎn)業(yè)鏈。因此，加緊對(duì)影視套拍現(xiàn)象的研究成為當(dāng)下一個(gè)重要的課題。 本文試圖以一種整體性的研究視角，以當(dāng)前影視套拍的發(fā)展現(xiàn)狀為基礎(chǔ)，深度解析套拍繁榮的原因，并對(duì)套拍存在的問(wèn)題進(jìn)行剖析，歸納、總結(jié)出若干提高套拍產(chǎn)品成功率的建議，使套拍真正成為一種促進(jìn)影視發(fā)展的生產(chǎn)方式。其中，筆者將重點(diǎn)放在了大眾消費(fèi)背景下的受眾研究上，通過(guò)調(diào)查問(wèn)卷的形式對(duì)200位普通受眾進(jìn)行隨機(jī)訪問(wèn)，以受眾對(duì)影視套拍產(chǎn)品的不同反應(yīng)與實(shí)際消費(fèi)狀況為依據(jù)，全方位解析影響受眾消費(fèi)的各種因素，為套拍的產(chǎn)業(yè)化進(jìn)程添磚增瓦。 其中，本文除了緒論和附錄部分外，共分為三大章節(jié)。 緒論部分闡述的是：套拍的概念解析及研究背景。筆者從歷時(shí)性和共時(shí)性兩個(gè)方面對(duì)“套拍”進(jìn)行了詳細(xì)的理論闡釋。本文在前人研究的基礎(chǔ)上結(jié)合時(shí)代變化的背景，對(duì)套拍的界定進(jìn)行了合理的繼承與發(fā)展，使之更符合當(dāng)下影視行業(yè)的發(fā)展潮流。 第一部分闡述的是：套拍的發(fā)展歷程。套拍在二十多年的發(fā)展過(guò)程中，其興衰與時(shí)代大背景息息相關(guān)，經(jīng)歷了從摸索到成熟的基本過(guò)程。本章將從套拍的歷史梳理以及套拍發(fā)展的背景兩個(gè)方面對(duì)套拍的發(fā)展做出全面、詳細(xì)的梳理。 第二部分闡述的是：套拍的現(xiàn)狀以及存在的問(wèn)題。目前，套拍在市場(chǎng)上呈現(xiàn)出一片大好的發(fā)展態(tài)勢(shì)，產(chǎn)量更是飛速提高。但近年來(lái)套拍產(chǎn)品在市場(chǎng)上的境遇并不是一帆風(fēng)順。首先，產(chǎn)品層面，并不是所有的影視作品都能夠取得不錯(cuò)的票房或收視成績(jī)；其次，受眾的分流嚴(yán)重影響了制片方對(duì)市場(chǎng)的預(yù)期，套拍在受眾的消費(fèi)過(guò)程中受到各種因素的制約；最后，即使原母本已經(jīng)引起了廣泛的熱議，其延伸產(chǎn)品也很難把握住已有的傳播優(yōu)勢(shì)，乘勝追擊。目前套拍正處在一個(gè)難得的發(fā)展時(shí)期，對(duì)于其發(fā)展過(guò)程中出現(xiàn)的諸多問(wèn)題，如果不予以重視，就會(huì)嚴(yán)重阻礙套拍的發(fā)展。 第三部分闡述的是：套拍的發(fā)展出路。文章將從延續(xù)上一章套拍存在的問(wèn)題從三個(gè)方面探討套拍的發(fā)展方向。從產(chǎn)品角度來(lái)講，套拍作品的質(zhì)量是決定其成敗的關(guān)鍵。套拍的影視作品應(yīng)在充分考慮其不同屬性的基礎(chǔ)上，遵循大眾的口味，提高套拍產(chǎn)品的成功率；從受眾角度來(lái)講，套拍應(yīng)該走一條以受眾為核心的品牌化發(fā)展道路，主動(dòng)迎合受眾，刺激消費(fèi)；從營(yíng)銷角度來(lái)講，套拍應(yīng)結(jié)合具體的產(chǎn)品要素，掌握營(yíng)銷技巧，主動(dòng)出擊。 目前，中國(guó)的影視產(chǎn)業(yè)正處在一個(gè)快速發(fā)展的黃金時(shí)期，在激烈的市場(chǎng)環(huán)境下，只有強(qiáng)者才能生存。套拍要想得到長(zhǎng)久的發(fā)展，必須提高產(chǎn)品質(zhì)量，，整頓行業(yè)秩序。只有這樣，這場(chǎng)打著品牌延伸口號(hào)的戰(zhàn)役才會(huì)持久，從而更深層次影響中國(guó)整個(gè)影視行業(yè)的發(fā)展。
[Abstract]:As a new film production, film is set to the same content in different forms. Although the history of this phenomenon in the country has more than 20 years, its development has been tepid. The new millennium, provides a good opportunity for the development of the cultural industry boom set shot. According to incomplete statistics, since 2010, basically every box office of millions of movies are spread over the set of a TV news, and most have been approved or shot. At the same time, will obtain high ratings or caused extensive hot TV drama film set works for example. It is often seen. once you find a film and television production company one for the development of the product, will try to dig its maximum value, to extend the development of the original products in different ways. In the media industry, the books, movies, TV series, drama, already formed a mutual supply, common The development of the cultural industry chain. Therefore, it is an important issue to study the phenomenon of film and television sets.
This paper attempts to study the perspective of a whole, to the current development of taopai is based on the current situation, in-depth analysis of the reasons for the prosperity of taopai, and analyzes the existing problems of pat, summarized, summed up some improve the success rate of taopai products, make taopai become a kind of promoting film the development of the mode of production. Among them, the author will focus on the research background of the audience of mass consumption, random access to the 200 general audience through the questionnaire form, making products to the film and television audience with different reaction and actual consumption situation as the basis, comprehensive analysis on various factors of audience consumption, Tim brick for the industrialization set shot tile.
In addition to the introduction and the appendix part, this article is divided into three chapters.
The introduction part is: taopai parsing the concept and research background. Two aspects from the diachronic and synchronic theory were explained in detail on the "beat". On the basis of previous studies combined with the changes of the age background, the definition of the set to shoot a reasonable inheritance and development and to make it more in line with the development trend of the film industry.
The first part is: the development of the set shot. Set to shoot in more than 20 years in the development process, the rise and fall of the background are closely related, from inexperienced to basic process maturity. This chapter from the history and development of taopai taopai background of the two aspects of the development of taopai to a comprehensive, detailed analysis.
The second part is set to shoot: current situation and existing problems. At present, taopai showing a good development trend in the market, the yield is increased rapidly. But in recent years the film sets of products in the market situation is not Everything is going smoothly.. First, the product level, and not all of the film and television work to achieve good box office or performance ratings; secondly, streaming audience serious impact on the market expectations of the producers, set to shoot in the process of consumption in the audience by various factors; finally, even if the original parent has already caused the extensive discussion, the extension of the product is difficult to spread, hold the at present, taopai is in follow up a victory with hot pursuit. A rare period of development for many problems in its development process, if not pay attention, it will seriously hinder the development of taopai.
The third part is the way out for taopai development. This article from the last chapter set to shoot the problems from the three aspects of the development direction of taopai. From the product point of view, the quality of taopai works is the key to success. The film and television works set to shoot should be based on the full consideration of the different the attribute, according to popular taste, improve the success rate of taopai products; from the audience perspective, taopai should take a to the audience as the core brand development path, the initiative to cater to the audience, to stimulate consumption; from the marketing perspective, taopai products should be combined with specific elements, grasp the marketing skills, initiative attack.
At present, Chinese film industry is in a golden period of development, in the fierce market environment, only the strong survive. Taopai to obtain long-term development, must improve the quality of products, industry consolidation order. Only in this way, the battle with brand extension, export will be a long time, and thus more deep China times affect the development of the entire film industry.

【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J943

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本文編號(hào)：1495767