影視產業創新平臺戰略研究 —以上海博敦影視文化傳播有限公司為例

Abstract

近年來，文化產業的重要性已上升到國家戰略層面，推進文化產業與科技、服務等行業的深度融合已成大勢所趨。眾多業內外資本跨入文化產業，對影視市場保持著較高的投資熱情，同時互聯網及各類新媒體的結合已成為影視投資的新看點，並刺激了網路平臺經濟的到來。隨著居民生活品質的提升，人們對精神消費需求越來越重視，我國電影及電影相關產業的前景也愈發廣闊。在此背景下，影視產業創新平臺戰略的研究成為必要，本文試圖以上海博敦影視文化傳播有限公司為研究物件，分三個階段探討影視全產業鏈平臺。 本文的核心研究結論主要包括：平臺經濟和商業生態理論是最新的戰略管理理論，本文將其作為理論基礎；對於上海博敦影視來說，其發展主要分為三個階段，分別為“教育培訓-一體兩翼-產業平臺”，其優勢為在國家和地方政府的政策支援下，影視產品消費市場異常繁榮活躍，經營主體不斷增加，而且上海博敦影視以北京電影學院為背景，依託北影的品牌效應擴大影響力，且可以共用北影資源。其劣勢為上海博敦影視的發展還處於初始階段，目前其發展定位不清、戰略不明，同時還面臨著平臺困局，此外影視市場時刻都在發生變化，影視產業競爭激烈。新興企業要想在殘酷的市場中爭得一席之地，就必須清楚市場動向並具備較強的創新意識。上海博敦影視要想發展成為全產業鏈服務大平臺，僅僅依靠現有的資源是遠遠不夠的，需要有足夠的資金及資源源源不斷的注入進來，才能保證上海博敦影視的穩健發展。上海博敦影視的發展戰略分為：教育培訓-一體兩翼-全產業鏈平臺服務三階段，並將其具體的戰略目標及路徑進行細化；最後，不同視角的戰略需要不同的組織安排，本文從領導力修煉、組織體系建設、制度文化體系建設等方面提出具體的職能戰略。本文主要是對具體案例進行嘗試探索研究，所得結論對上海博敦影視具有一定的實踐應用價值。

For the past few years, cultural industry has been treated as national strategy. As a new trend of industrial development, industry convergence between culture industry, technology industry and service industry create competitiveness in the area or city where they stay. Private and public capital has poured into culture industry. With the improvement of residents' quality of life, people pay more and more attention to the demand of spiritual consumption, and the prospect of film industry in China is becoming more and more prosperous. Under this context, this paper tries to explore the platform strategy for culture industry, taking Bodun Inc. for example. The following conclusions were reached in this study: First, this paper elucidates the basic theory including platform economic and business ecosystem. Second, the article depicts a model of development strategies evolution which includes three stages, which are education training business, one main body and two limbs strategy, industrial platform strategy. The following conclusions were reached in this study: First, this paper elucidates the basic theory including platform economic and business ecosystem. Second, the article depicts a model of development strategies evolution which includes three stages, which are education training business, one main body and two limbs strategy, industrial platform strategy. This strategy is based in part on Bodun’s strength and weakness. The advantages include government support, market prospect, brand Influence and cooperation and resource sharing. Meanwhile, the weaknesses include the initial stage of industrial consolidation, unclear position, rapid market change, fierce competition, lack of innovation. For Bodun Inc., it is not enough to rely on existing resources. We should try to gain, allocate and make profit of resources in more areas and a better industry chain. Then this paper resolves and thins the overall goal of the organization. At last, we propose three functional strategies: leadership discipline, network platform construction and incentive system construction. We hope this research will help enterprises practice and promote industrial development.