從北京華誼上市看中國民營影視產業的發展

文化產業管理論文編號:WHCY029 論文字數:15092,頁數:16 附任務書,開題報告,外文翻譯,文獻綜述

目錄
緒論 1
一、華誼上市現象分析 1
（一）華誼兄弟上市概況 1
（二）北京華誼兄弟上市帶來的效應 1
二、 北京華誼兄弟產業概況和盈利模式分析 2
（一） 北京華誼兄弟產業概況 2
（二） 華誼兄弟盈利模式分析 2
1. 植入式廣告模式 2
2. 工業化運作體系 3
三、 中國民營影視的現狀 4
四、華誼上市帶來的影響 4
（一） 對影視產業的影響 4
（二） 對影視制作的影響 5
1. 注重品牌效應 5
2. 注重運用現代化管理手段 6
3.注重規模效應 6
4.注重電視劇營銷 7
五、華誼兄弟上市后需要面對的風險與挑戰 7
（一）電影業務對馮小剛依賴大 終端控制弱 7
（二）電視劇如何保證能賣掉 8
1.電視劇市場特性帶來的風險 9
2.銷售對象單一 產業價值鏈不完善 9
3.應收賬款余額較大的風險 10
（三） 預防明星先賣股票再跳槽 10
致謝 11
參考資料 12

 摘要：2009年10月30日，華誼兄弟傳媒集團在創業板成功上市。
 華誼兄弟應該是目前中國最為規范、最具發展前途、最有影響力、最能體現現代國際化電影組織經營運作氣質特征的大型民營影視傳媒集團。
 華誼兄弟影業投資有限公司隸屬華誼兄弟傳媒集團公司，是中國國內目前最具知名度的民營電影企業之一。2004年，華誼兄弟曾以12.25億元的品牌價值躋身于“中國500名最具價值企業品牌”排行榜的第359位，2005年又以13.70億元的品牌價值位列“中國500最具價值品牌”排行榜的361位。目前，華誼兄弟已經實現了集編劇、導演、制作到市場推廣、廣告招商、院線發行等影視產業領域諸要見為一體的較為完善的業務鏈體系。這為競爭打下了堅實的基礎，成為最成功的民營影視公司之一。
 此外，華誼還擁有廣告公司、文化經紀公司，又同西部電影集團合資組建“西影華誼電影發行公司”，是目前實力較強的民營影視公司。突出的業績贏得境外合作公司信賴，使華誼兄弟影業公司成為繼上影集團、中影集團之后，獲得境外合作機構信賴的民營公司之一，華誼兄弟也因此獲得相應的國際電影市場份額。
 縱觀華誼兄弟影視公司十幾年來的發展，成就是突出的。想當初，華誼兄弟憑著滿腔熱情和不怕虎的勇氣，兩眼一抹黑殺入影視圈的時候，正值中國影視業，特別是電影業的低谷，很多企業家對電影投資望而卻步。有些民營資本進來之后，也因為對當時的市場、政策理解不夠，紛紛翻車，一退了之。而華誼兄弟卻取得驕人業績，這不得不令業內業外人士刮目相看。
 常言道，小勝靠智，大勝靠德。華誼兄弟也賠過，但是很少。這是因為它們從進入這個領域起，就嚴格按照商業規律辦事，遵守“游戲規則”，信守職業道德。盡管當時的行業中每個環節都存在著信譽危機，但華誼兄弟從沒拖欠過別人一分錢。因為違規操作，投資《鬼子來了》的相關企業都不同程度的遭遇了損失，承擔了風險，而華誼兄弟卻在該片被有關部門“封殺”之前就將發行權轉讓出手，繞過了險灘。這是他們對國家政策法規了解透徹，決策正確使然。
 未來，華誼兄弟的目標是成為正規化、國際化的電影公司。所謂的國際化，除了投資的目的性要強，嚴格按預算進行之外，主要是指這個公司的銷售和全球是打通的。比如《大腕》和《天地英雄》的發行，華誼兄弟已經開始采取全球分賬的結算方式，也就是說假如一部合拍片華誼兄弟投資占20%，而不是像先前某些影片的操作，只是占據某一地區的利潤。華誼兄弟將不局限于影視制作業，在進一步完善機制，加強影視制作環節、開展影視藝人經紀代理的同時，還會積極開拓影視不動產專項投資等業務，并與國內優秀同行開展廣泛合作，力爭使中國民營企業在國際上占有一席之地。
 關鍵詞：華誼兄弟；上市；植入式廣告；工業化運作；中國民營影視

A CASE STUDY OF HUAYI BROTHERS MEDIA CORPORATION AT BEIJING OF CHINESE PRIVATE FILM INDUSTRY AND TELEVISION
 Abstract：October 30, 2009, Huayi Brothers Media Group successfully listed on GEM. Huayi Brothers should be China's most specifications, the most promising, most influential, best embodies the modern international film organizations, operations of the temperament characteristics of the large private TV media group.   Huayi Brothers Film Investment Co., Ltd. under the Huayi Brothers Media Group, is currently China's most famous private film companies. In 2004, 1.225 billion yuan Zeng Yi Huayi Brothers brand value among the "500 most valuable Chinese brand" list the first 359, 1.37 billion yuan in 2005 Youyi brand value ranked "the 500 most value of the brand "list of 361. Currently, Huayi Brothers has achieved the set of writers, directors, production to marketing, advertising investment, cinemas and other film industries of various issue to see as one of the more complete business chain. This laid a solid foundation for competition to become the most successful private television companies.   In addition, Huayi also has advertising, cultural brokers, but also a joint venture with the Western Film Group, "Western film company Huayi film distributor", is the strength of a strong private television company. The results highlight the company win the trust of foreign collaboration, Huayi Brothers Film Company to become the Shanghai Film Group, China Film Group, obtaining the trust of the private partner institutions outside the company, Huayi Brothers has thus been a corresponding share of the international film market . Throughout the Huayi Brothers Film Company 10 years of development, achievement is outstanding. At first, Huayi Brothers With enthusiasm and courage are not afraid of tigers, two when a smear Sharu film and television, is China's film industry, especially the film industry's bottom, many entrepreneurs discouraged investment in the film. After some private capital to come in, but also because of the current market, the policy is not enough to understand, have overturned, a refund is over. The Huayi Brothers has achieved remarkable results, which have drawn attention from industry and from members to make.   As the saying goes, a small victory by wisdom, victory by Germany. Huayi Brothers has lost before, but rarely. This is because they entered the field from the beginning, we strictly in accordance with commercial law, to comply with "rules of the game", keep professional ethics. Although every aspect of the industry was there a crisis of credibility, but the Huayi Brothers never owed a penny over others. Because of irregularities, the investment "Devils on the Doorstep" and related businesses have suffered a loss in varying degrees, take the risk, and Huayi Brothers has been in the film relevant to "ban" will be released right before the transfer of shots, bypassing rapids. This is their thorough understanding of national policies and regulations, making correctness.   The future, Huayi Brothers goal is to be standardized, international film companies. The so-called international, in addition to stronger investment purpose, strictly in accordance with budgets, the main is the company's sales and opened up the world is. Such as "biggest names" and "Heaven and Earth," the issue, Huayi Brothers has begun a global split the settlement, meaning that if a co-production investment accounted for 20% of Huayi Brothers, rather than the previous operation of certain films, only occupy an area of the profits. Huayi Brothers will not be confined to film and television production industry, to further improve the mechanism to enhance film production links, artist management agency to carry out film and television, while video will actively explore the special property investment business, and with excellent domestic counterparts to engage in extensive cooperation, and strive to Chinese private enterprises to make a place in the international arena.
 Key words: Huayi Brothers; listed; product placement; industrial operation; China's Private Television