本文選題：萬(wàn)達(dá)院線　切入點(diǎn)：盈利模式　出處：《蘭州財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)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(guó)放映業(yè)總銀幕數(shù)也呈現(xiàn)出幾何式的增長(zhǎng)。然而市場(chǎng)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(jué)的數(shù)據(jù)卻悄然提醒著變化。盈利是一個(gè)企業(yè)生存發(fā)展的基礎(chǔ)與核心,只有獲得長(zhǎng)期穩(wěn)定的盈利才是應(yīng)對(duì)瞬息萬(wàn)變電影市場(chǎng)的籌碼。面對(duì)這些難以忽視的潛在威脅,不禁引發(fā)我們對(duì)放映業(yè)企業(yè)盈利模式的關(guān)注。本文對(duì)萬(wàn)達(dá)院線的直營(yíng)式院線盈利模式進(jìn)行了深入的解析。從內(nèi)外兩方面進(jìn)行影響因素分析,發(fā)現(xiàn)萬(wàn)達(dá)“院線+地產(chǎn)”經(jīng)營(yíng)模式、價(jià)值鏈結(jié)構(gòu)和盈利來(lái)源的聯(lián)動(dòng)形成了獨(dú)特優(yōu)勢(shì);電影產(chǎn)業(yè)的政策扶植、較高的市場(chǎng)預(yù)期,也促成了盈利模式的構(gòu)建。這種直營(yíng)式盈利模式支撐萬(wàn)達(dá)院線既不用低價(jià)策略,卻同時(shí)保持高票價(jià)和高市場(chǎng)份額。它以票房和賣(mài)品收入為利潤(rùn)點(diǎn)核心,以個(gè)人消費(fèi)者為利潤(rùn)源主體,以傳播平臺(tái)為利潤(rùn)杠桿,以垂直價(jià)值鏈為利潤(rùn)屏障。直營(yíng)式院線盈利模式具有規(guī)模優(yōu)勢(shì)、品牌優(yōu)勢(shì),以及低成本與差異化經(jīng)營(yíng)并存的特點(diǎn)。但數(shù)額巨大與關(guān)鍵環(huán)節(jié)的關(guān)聯(lián)交易,院線經(jīng)營(yíng)同質(zhì)化與潛在的管理能力風(fēng)險(xiǎn)影響著萬(wàn)達(dá)院線的長(zhǎng)遠(yuǎn)發(fā)展。針對(duì)萬(wàn)達(dá)在盈利模式存在的具體潛在威脅,提出了相應(yīng)的優(yōu)化建議,并最后進(jìn)行了總結(jié)與展望。希望對(duì)萬(wàn)達(dá)院線盈利模式的研究,能對(duì)其他院線有一定的學(xué)習(xí)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(xué)位授予單位】：蘭州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J943;F275

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本文編號(hào)：1674348