【摘要】：電影二級(jí)市場(chǎng)是獨(dú)立于一級(jí)主流院線市場(chǎng)和三級(jí)農(nóng)村市場(chǎng)之外的一種市場(chǎng)形態(tài),其最早的源頭要追溯到城鄉(xiāng)分治的計(jì)劃經(jīng)濟(jì)時(shí)期。上世紀(jì)七十年代的統(tǒng)購(gòu)統(tǒng)銷和包場(chǎng)放映是電影二級(jí)市場(chǎng)的萌芽狀態(tài)。八九十年代電影行業(yè)實(shí)行的承包制,使地方制片單位擁有了一定的自主權(quán),促進(jìn)了制片方自辦發(fā)行的誕生。在2002年實(shí)行院線制之后,二級(jí)市場(chǎng)正式從主流院線市場(chǎng)中分化出來,成為一種中國(guó)特色的市場(chǎng)概念。如今,在主流院線市場(chǎng)和農(nóng)村市場(chǎng)都有了合理可行的經(jīng)營(yíng)模式的情況下,二級(jí)市場(chǎng)還是以散戶的形式存在于我國(guó)的電影市場(chǎng)體系當(dāng)中,發(fā)展路徑尚不明朗。電影二級(jí)市場(chǎng)是主流院線市場(chǎng)和農(nóng)村市場(chǎng)以外的電影經(jīng)營(yíng)活動(dòng),主要包括影片拷貝的發(fā)行與放映。其經(jīng)營(yíng)特征主要體現(xiàn)在：發(fā)行方面,電影二級(jí)市場(chǎng)主要由紅頭文件引路,組織團(tuán)體包場(chǎng),行政色彩較濃；聯(lián)合行業(yè)發(fā)行,系統(tǒng)內(nèi)部消化,對(duì)行業(yè)的依賴性較大；地區(qū)承包發(fā)行,主攻本地市場(chǎng),具有一定的地域限制。在放映方面,電影在二級(jí)市場(chǎng)往往配合重要紀(jì)念活動(dòng)、思想教育活動(dòng)或者大型公益活動(dòng)集中放映,放映效果突出；其放映周期較長(zhǎng),可以實(shí)現(xiàn)長(zhǎng)效放映；放映地點(diǎn)主要針對(duì)目標(biāo)受眾特設(shè),更加靈活便捷。電影二級(jí)市場(chǎng)作為文化市場(chǎng)的特殊形態(tài),其社會(huì)效益高于經(jīng)濟(jì)效益,發(fā)展電影二級(jí)市場(chǎng)有利于擴(kuò)大主旋律電影和中小成本國(guó)產(chǎn)電影的傳播范圍,滿足更廣大受眾的觀影需求。電影二級(jí)市場(chǎng)在發(fā)展過程中雖然取得過一定的成績(jī),但依然存在政府干預(yù)不合理,市場(chǎng)化程度不高；產(chǎn)業(yè)鏈條不完善,缺乏可持續(xù)的經(jīng)營(yíng)模式；市場(chǎng)機(jī)制不健全,缺乏透明有效的監(jiān)督和反饋等一系列問題。因此,發(fā)展電影二級(jí)市場(chǎng)需要將政府扶持和市場(chǎng)經(jīng)營(yíng)有效結(jié)合起來,通過政府搭建訂購(gòu)平臺(tái),引入市場(chǎng)競(jìng)爭(zhēng)機(jī)制,組建二級(jí)數(shù)字院線,建立市場(chǎng)監(jiān)督機(jī)構(gòu)和受眾反饋機(jī)制等手段,逐步盤活二級(jí)市場(chǎng)。
[Abstract]:The film secondary market is a kind of market form which is independent of the primary mainstream hospital market and the tertiary rural market. The earliest source of the market is the planned economy period in which the urban and rural areas are divided. In the 1970 s, the state-of-the-art purchase and screening was the budding state of the secondary market. In the eighties and nineties, the contract system of the film industry made the local production units have certain autonomy, and promoted the birth of the producers themselves. After the hospital line system was implemented in 2002, the secondary market was divided from the mainstream hospital market and became a kind of market concept with Chinese characteristics. Now, under the condition that the mainstream hospital market and the rural market have reasonable and feasible management mode, the secondary market still exists in the form of retail investors in the film market system of our country, the development path is not clear yet. Film secondary market is the main market and rural market outside the film business activities, mainly including the distribution and screening of film copies. The main features of its management are as follows: the secondary market of film is mainly guided by red-headed documents, organized by groups, with strong administrative color, joint industry distribution, internal digestion of the system, and greater dependence on the industry; Regional contract distribution, the main attack on the local market, with certain regional restrictions. In the aspect of projection, films in the secondary market often cooperate with important commemorative activities, ideological education activities or large-scale public welfare activities concentrated projection, showing effect is outstanding, its long period of projection, can achieve long-term effective projection; The screening site is mainly for the target audience, more flexible and convenient. As a special form of cultural market, the secondary market of film has higher social benefits than economic benefits. The development of secondary market of film is beneficial to expand the range of dissemination of main melody films and small and medium cost domestic films, and to meet the needs of the wider audience. Although the secondary market of film has made some achievements in the process of development, there are still unreasonable government intervention, low degree of marketization, imperfect industrial chain and lack of sustainable management model. Market mechanism is not perfect, lack of transparent and effective supervision and feedback and a series of problems. Therefore, to develop the secondary film market, we need to effectively combine government support with market management, build an order platform through the government, introduce a market competition mechanism, and set up a secondary digital cinema line. Establish market supervision institutions and audience feedback mechanism and other means, gradually invigorate the secondary market.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J943

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