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1、一影视传媒公司一体化战略方案设计与实施摘 要本文的研究对象欢瑞世纪主营业务为影视剧的制作发行、艺人经纪、游戏及影视周边衍生业务。公司经过多年的专业化发展，已具备较强的影视剧投资、制作、发行能力，主要通过优质IP的开发及运作，实现电视剧单剧较高的销售收入。欢瑞世纪公司作为一家大型的上市文化公司，正赶上了当下文化产业繁荣发展的新时期，故而其如果能够顺应文化产业的发展，也将在文化强国战略中发挥着自己独特的作用，有着重要地位。面对外部环境，在IP时代冲击下，欢瑞世纪公司必须要积极自我改变，特别是对陈旧的盈利模式和发展模式积极改变，使得其适应当下市场发展和需求。本文首先通过对影视行业现状进行分析，对欢瑞
2、世纪公司的基本情况进行分析，然后分析其内外部环境以及当下存在的问题，其次提出了一体化战略方案设计思路。针对欢瑞世纪公司的基本情况，以前述分析为基础，对集团产业链的价值进一步挖掘，从而提出适合该公司的一体化战略方案。通过战略可行性、与内外部环境一致性、战略可接受性等方面的分析，对新的战略进行评价。最后，归纳了欢瑞世纪公司一体化战略实施及落地保障措施。研究认为，欢瑞世纪公司发展问题表现在产业链布局问题、经营模式问题以及创新能力问题，基于欢瑞世纪公司的战略目标，本文设计了欢瑞世纪公司一体化战略，即顺应行业的发展趋势，基于产业链价值挖掘，使用全产业链一体化这种战略模式，大致可以分为发行、制作、放映三大
3、环节，并且需要设立4个中心机构，包括终端运营中心、发行营销中心、金融运营中心和版权运营中心。在经营支持战略上，注重发行优先和互联网+;，在职能支持战略上，注重服务创新和影游一体创新。最后，本文归纳了欢瑞世纪公司一体化战略战略实施保障，包括成立影视产业基金、启动薪酬激励改革试点、展开金融运营手段以及创新企业文化保障这四大方面。关键词：欢瑞世纪，影视传媒，一体化，发展战略。AbstractThe research object of this thesis is the main business of Huanrui Century is the production and distribut
4、ion of film and television dramas, artist brokers, games and derivative businesses around the film and television. After years of professional development, the company has already possessed strong investment, production and distribution capabilities for film and television dramas, mainly through the
5、 development and operation of high-quality IP to achieve higher sales revenue for single TV dramas. As a large listed cultural company, Huanrui Century Company is catching up with the new period of prosperity and development of the current cultural industry. Therefore, if it can adapt to the develop
6、ment of the cultural industry, it will also play its own unique role in the strategy of cultural power. important position.Facing the external environment, under the impact of the IP era, Huanrui Century Company must actively change itself, especially the old profit model and development model, so t
7、hat it can adapt to the current market development and demand.This thesis firstly analyzes the current situation of the film and television industry, analyzes the basic situation of Huanrui Century Company, and then analyzes its internal and external environment and current problems. Secondly, it pr
8、oposes an integrated strategic plan design idea. According to the basic situation of Huanrui Century Company, based on the aforementioned analysis, the value of the group s industrial chain is further explored, so as to propose an integrated strategic plan suitable for the company. Through the analy
9、sis of strategic feasibility, consistency with internal and external environments, and strategic acceptability, the new strategy is evaluated. Finally, it summarizes the implementation of Huanrui Century Company s integration strategy and landing guarantee measures.The study believes that the develo
10、pment problems of Huanrui Century Company are reflected in the problems of industrial chain layout, business model and innovation ability. Based on the strategic goals of Huanrui Century Company, this article has designed Huanrui Century Company s integration strategy, which is to comply with the de
11、velopment trend of the industry Based on the value chain of the industry chain,the use of a strategic model of integration of the entire industry chain can be roughly divided into three major links: issuance, production, and projection, and 4 central institutions need to be established, including te
12、rminal operation center, distribution marketing center, and financial operation. Center and copyright operation center. In terms of business support strategy, it focuses on distribution priority and Internet +,and on function support strategy, it focuses on service innovation and video game integrat
13、ion innovation. Finally, the article summarizes the implementation guarantee of Huanrui Century Company s integrated strategic strategy, including the establishment of the film and television industry fund, the start of the salary incentive reform pilot, the launch of financial operation methods, an
14、d the innovation of corporate culture guarantee.Keywords:Huanrui Century, Film and television media, Integration, Development strategy。第一章 绪论1.1 、研究背景与意义。1.1.1、研究背景。十三五;期间，我国在文化产业的发展上有了新的发展趋势，一个可见的黄金时代很快将到来，成为推动我国经济转型的一股重要的力量。文化产业发展上的新机遇，主要是互联网+;带来的，进入大数据时代，文化产业有了新的发展样态，形成了新的业态，面临着一个大的变革。文化和其他行业结合起来
15、，比如和科技、旅游、体育等元素结合在一起，利用技术嫁接和嵌入手段，能够让文化产业和其他产业彼此之间更深融合在一起，就能够产生新的文化产业链。当下，我国社会的主要矛盾已经转变为民众对美好生活日益增长的需求，以及后者发展上不能满足前者需求的矛盾。而要让民众过上美好的生活，物质上的丰富之外，精神上民众也需要丰富的食粮。中国电影行业的发展，也正处于一个兴盛期。特别是这两年，由于网络文学为电影拍摄提供了很多优秀剧本，所以许多网络文学作品被改编为了成功的影视作品。电影拍摄中，互联网中的作品成为了主要内容，电影本身的转载传播渠道也被拓宽了。以往，电影主要在电影院中被播放，其收入来源就是票房收入。现在，电影也
16、可以在互联网中被播放，电影在互联网中就有了收费的渠道。对此，许多主体争相介入，希望抓住这一块市场。传统影视创作主要围绕主题编剧创作展开，特别是电视剧作品有着很强的社会特征和对应性，同时更强调对于演员阵容和导演剧组的选择。在近几年国内版权市场相应规范，成功的疏通了前端IP变现的路径，所以无论是资本供给还是市场需求的重心开始向IP转移。本文的研究对象欢瑞世纪主营业务为影视剧的制作发行、艺人经纪、游戏及影视周边衍生业务。公司经过多年的专业化发展，已具备较强的影视剧投资、制作、发行能力，主要通过优质IP的开发及运作，实现电视剧单剧较高的销售收入。欢瑞世纪公司作为一家大型的上市文化公司，正赶上了当下文化产业繁荣发展的新时期，故而其如果能够顺应文化产业的发
