紀(jì)錄片《嶺南屋語》商業(yè)計(jì)劃書
發(fā)布時間：2019-03-29 12:18
【摘要】：《嶺南屋語》是一部拍攝中的大型的人文化紀(jì)錄片，共8集，每集45分鐘，采用全高清制作，普語、粵語、英語三版本同時制作，是廣東電視臺2013年度重點(diǎn)打造的紀(jì)錄片。 《嶺南屋語》即嶺南建筑所承載的語言、文化，以及圍繞嶺南建筑物所述說的故事、人文等。 《嶺南屋語》的節(jié)目制作形式，打破傳統(tǒng)獨(dú)立敘事的手法，采用相同類別、相同主題，橫向?qū)Ρ葦⑹�，以人文、故事為載體，，橫向跨地區(qū)、跨民系、跨時空，跳躍性對比的敘事方法，來表現(xiàn)嶺南建筑的文化承載。通過本紀(jì)錄片全面系統(tǒng)地整理、展現(xiàn)美麗的嶺南建筑，豐富多彩的嶺南人文。 本文首先論述了該商業(yè)計(jì)劃產(chǎn)生的背景和意義，然后運(yùn)用戰(zhàn)略管理的理論對《嶺南屋語》項(xiàng)目內(nèi)、外部環(huán)境進(jìn)行分析，認(rèn)為該紀(jì)錄片具有良好的收視市場和社會影響力；在對“文化珠江”團(tuán)隊(duì)的競爭優(yōu)勢和《嶺南屋語》紀(jì)錄片的制作形式、敘事手法進(jìn)行分析后，運(yùn)用市場營銷的理論進(jìn)行市場細(xì)分，確定目標(biāo)市場以及受眾定位；然后制定營銷計(jì)劃，分析《嶺南屋語》銷組合策略；之后運(yùn)用財(cái)務(wù)管理的知識進(jìn)行投資分析，對項(xiàng)目財(cái)務(wù)決策指標(biāo)進(jìn)行評價(jià)；最后運(yùn)用風(fēng)險(xiǎn)管理的相關(guān)理論對項(xiàng)目可能遇到的風(fēng)險(xiǎn)進(jìn)行分析并提出相應(yīng)的風(fēng)險(xiǎn)對策以及風(fēng)險(xiǎn)規(guī)避方法。 通過本文研究表明，廣東電視臺的《嶺南屋語》項(xiàng)目，節(jié)目可視性強(qiáng)，故事生動感人，有良好的收視市場前景，具有明顯的競爭優(yōu)勢；《嶺南屋語》將是一部策劃精巧，制作精良，社會影響力好的紀(jì)錄片；《嶺南屋語》總投入500萬元，節(jié)目制作完成后，假設(shè)廣東電視臺單個播出平臺三年內(nèi)每年播出二次計(jì)算，預(yù)期三年內(nèi)可為廣東電視臺節(jié)省購片費(fèi)259.72萬元，為播出頻道新增廣告收入1222.32萬元，可見《嶺南屋語》項(xiàng)目是廣東電視臺一項(xiàng)優(yōu)秀的項(xiàng)目。 本商業(yè)計(jì)劃書為《嶺南屋語》制作團(tuán)隊(duì)的節(jié)目策劃、宣傳營銷、資金管理、風(fēng)險(xiǎn)管理提供一定參考，也為投資商、廣告投放商提供評定依據(jù)。
[Abstract]:Lingnan House language is a large-scale documentary about human culture, which is produced in full HD, common language, Cantonese and English for 45 minutes each. It is the key documentary made by Guangdong TV station in 2013. Lingnan House language is the language and culture of Lingnan architecture, as well as the stories, humanities, and so on. "Lingnan House language" program production form, break the traditional independent narrative techniques, adopt the same category, the same theme, horizontal contrastive narrative, humanities, stories as the carrier, horizontal cross-regional, cross-people, across time and space. The narrative method of leaping contrast, to express the cultural bearing of Lingnan architecture. Through this documentary comprehensive and systematic arrangement, show beautiful Lingnan architecture, colorful Lingnan humanities. This paper first discusses the background and significance of the business plan, then uses the theory of strategic management to analyze the external environment of Lingnan House language project, and holds that the documentary has a good viewing market and social influence. After analyzing the competitive advantage of the "Cultural Pearl River" team and the production form and narrative technique of "Lingnan House language" documentary, the marketing theory is used to segment the market to determine the target market and audience orientation. Then make the marketing plan, analyze the sales combination strategy of Lingnan House language, then use the knowledge of financial management to carry on the investment analysis, evaluate the project financial decision-making index; Finally, the risk management theory is used to analyze the possible risk of the project and put forward the corresponding risk countermeasures and risk aversion methods. Through the research of this paper, the project of Guangdong TV station "Lingnan House language" has strong program visibility, vivid and touching story, good market prospect and obvious competitive advantage. Lingnan House language will be a well-planned, well-produced, social influence documentary; The total investment of Lingnan House language is 5 million yuan. After the production of the program, assuming that the Guangdong Television Station will broadcast twice a year within three years of a single broadcasting platform, it is expected that the purchase fee for Guangdong Television will be saved by two million five hundred and ninety seven thousand two hundred yuan within three years. For the new channel advertising revenue of twelve million two hundred and twenty three thousand one hundred and ninety nine yuan, it can be seen that Lingnan House language project is an excellent project of Guangdong TV station. This business plan provides a reference for the program planning, publicity and marketing, capital management and risk management of the Lingnan House language production team, as well as the evaluation basis for investors and advertising players.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J952-F
本文編號：2449536
[Abstract]:Lingnan House language is a large-scale documentary about human culture, which is produced in full HD, common language, Cantonese and English for 45 minutes each. It is the key documentary made by Guangdong TV station in 2013. Lingnan House language is the language and culture of Lingnan architecture, as well as the stories, humanities, and so on. "Lingnan House language" program production form, break the traditional independent narrative techniques, adopt the same category, the same theme, horizontal contrastive narrative, humanities, stories as the carrier, horizontal cross-regional, cross-people, across time and space. The narrative method of leaping contrast, to express the cultural bearing of Lingnan architecture. Through this documentary comprehensive and systematic arrangement, show beautiful Lingnan architecture, colorful Lingnan humanities. This paper first discusses the background and significance of the business plan, then uses the theory of strategic management to analyze the external environment of Lingnan House language project, and holds that the documentary has a good viewing market and social influence. After analyzing the competitive advantage of the "Cultural Pearl River" team and the production form and narrative technique of "Lingnan House language" documentary, the marketing theory is used to segment the market to determine the target market and audience orientation. Then make the marketing plan, analyze the sales combination strategy of Lingnan House language, then use the knowledge of financial management to carry on the investment analysis, evaluate the project financial decision-making index; Finally, the risk management theory is used to analyze the possible risk of the project and put forward the corresponding risk countermeasures and risk aversion methods. Through the research of this paper, the project of Guangdong TV station "Lingnan House language" has strong program visibility, vivid and touching story, good market prospect and obvious competitive advantage. Lingnan House language will be a well-planned, well-produced, social influence documentary; The total investment of Lingnan House language is 5 million yuan. After the production of the program, assuming that the Guangdong Television Station will broadcast twice a year within three years of a single broadcasting platform, it is expected that the purchase fee for Guangdong Television will be saved by two million five hundred and ninety seven thousand two hundred yuan within three years. For the new channel advertising revenue of twelve million two hundred and twenty three thousand one hundred and ninety nine yuan, it can be seen that Lingnan House language project is an excellent project of Guangdong TV station. This business plan provides a reference for the program planning, publicity and marketing, capital management and risk management of the Lingnan House language production team, as well as the evaluation basis for investors and advertising players.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J952-F
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 宋德祥;;淺談不同語境下的電視紀(jì)錄片受眾需求[J];中國電視(紀(jì)錄);2009年11期
2 胡小勇;;淺談傳統(tǒng)建筑對中華文化的承載[J];藝術(shù)評論;2007年10期
本文編號：2449536
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