从北京华谊上市看中国民营影视产业的发展

文档编号:WHCY029 文档字数:15092,页数:16 附任务书,开题报告,外文翻译,文献综述

 摘要：2009年10月30日，华谊兄弟传媒集团在创业板成功上市。
 华谊兄弟应该是目前中国最为规范、最具发展前途、最有影响力、最能体现现代国际化电影组织经营运作气质特征的大型民营影视传媒集团。
 华谊兄弟影业投资有限公司隶属华谊兄弟传媒集团公司，是中国国内目前最具知名度的民营电影企业之一。2004年，华谊兄弟曾以12.25亿元的品牌价值跻身于“中国500名最具价值企业品牌”排行榜的第359位，2005年又以13.70亿元的品牌价值位列“中国500最具价值品牌”排行榜的361位。目前，华谊兄弟已经实现了集编剧、导演、制作到市场推广、广告招商、院线发行等影视产业领域诸要见为一体的较为完善的业务链体系。这为竞争打下了坚实的基础，成为最成功的民营影视公司之一。
 此外，华谊还拥有广告公司、文化经纪公司，又同西部电影集团合资组建“西影华谊电影发行公司”，是目前实力较强的民营影视公司。突出的业绩赢得境外合作公司信赖，使华谊兄弟影业公司成为继上影集团、中影集团之后，获得境外合作机构信赖的民营公司之一，华谊兄弟也因此获得相应的国际电影市场份额。
 纵观华谊兄弟影视公司十几年来的发展，成就是突出的。想当初，华谊兄弟凭着满腔热情和不怕虎的勇气，两眼一抹黑杀入影视圈的时候，正值中国影视业，特别是电影业的低谷，很多企业家对电影投资望而却步。有些民营资本进来之后，也因为对当时的市场、政策理解不够，纷纷翻车，一退了之。而华谊兄弟却取得骄人业绩，这不得不令业内业外人士刮目相看。
 常言道，小胜靠智，大胜靠德。华谊兄弟也赔过，但是很少。这是因为它们从进入这个领域起，就严格按照商业规律办事，遵守“游戏规则”，信守职业道德。尽管当时的行业中每个环节都存在着信誉危机，但华谊兄弟从没拖欠过别人一分钱。因为违规操作，投资《鬼子来了》的相关企业都不同程度的遭遇了损失，承担了风险，而华谊兄弟却在该片被有关部门“封杀”之前就将发行权转让出手，绕过了险滩。这是他们对国家政策法规了解透彻，决策正确使然。
 未来，华谊兄弟的目标是成为正规化、国际化的电影公司。所谓的国际化，除了投资的目的性要强，严格按预算进行之外，主要是指这个公司的销售和全球是打通的。比如《大腕》和《天地英雄》的发行，华谊兄弟已经开始采取全球分账的结算方式，也就是说假如一部合拍片华谊兄弟投资占20%，而不是像先前某些影片的操作，只是占据某一地区的利润。华谊兄弟将不局限于影视制作业，在进一步完善机制，加强影视制作环节、开展影视艺人经纪代理的同时，还会积极开拓影视不动产专项投资等业务，并与国内优秀同行开展广泛合作，力争使中国民营企业在国际上占有一席之地。
 关键词：华谊兄弟；上市；植入式广告；工业化运作；中国民营影视

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

目录
绪论 1
一、华谊上市现象分析 1
（一）华谊兄弟上市概况 1
（二）北京华谊兄弟上市带来的效应 1
二、 北京华谊兄弟产业概况和盈利模式分析 2
（一） 北京华谊兄弟产业概况 2
（二） 华谊兄弟盈利模式分析 2
1. 植入式广告模式 2
2. 工业化运作体系 3
三、 中国民营影视的现状 4
四、华谊上市带来的影响 4
（一） 对影视产业的影响 4
（二） 对影视制作的影响 5
1. 注重品牌效应 5
2. 注重运用现代化管理手段 6
3.注重规模效应 6
4.注重电视剧营销 7
五、华谊兄弟上市后需要面对的风险与挑战 7
（一）电影业务对冯小刚依赖大 终端控制弱 7
（二）电视剧如何保证能卖掉 8
1.电视剧市场特性带来的风险 9
2.销售对象单一 产业价值链不完善 9
3.应收账款余额较大的风险 10
（三） 预防明星先卖股票再跳槽 10
致谢 11
参考资料 12

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