美国“季播”电视剧的市场运作模式及启示.pdfVIP

摘 要 近两年来，美国“季播”电视剧在国际电视剧市场上异常活跃和繁荣，引 发了全球观众的收视热潮。反观国内电视剧产业，虽年电视剧产量巨大，约为 12000～15000 集，但遗憾的是，中国电视剧的高产量与电视观众的满意程度之 间并未形成正比。 热门“季播”美剧的频频出现和其在国际电视剧市场中竞争优势的产生， 除了美国本身拥有巨大的国内市场和美国流行文化对世界各国的巨大影响之 外，还在于其完善而合理的电视剧市场运作模式。 因此，本文试图根据电视剧产业的价值链，对美国“季播”电视剧市场运 作的各个环节——从前期策划，到制作与播出、到市场销售、到品牌的经营与 后续开发，进行比较系统的梳理，并结合市场营销学的理论对其进行解释，力 图从中找出规律化的东西，以供国内电视剧产业的实践参考。 关键词：美国；电视剧；市场运作；启示 1 Abstract In the past two years, the season drama in the United States plays quite actively in the international TV market and its prosperity has led to a global audience popularity ratings. In contrast, although the output of the domestic TV drama industry is as high as 12000-15000 sets per year， unfortunately, the high production of Chinese drama does not match the degree of satisfaction among TV viewers. The frequent appearance of American top season drama and its competitive advantage in the international market, are not only due to a huge domestic market the United States itself has and the tremendous impact of US popular culture on all other countries in the world, but are also related to its sound and reasonable TV market operation pattern. This article tries to analyze systematically all aspects of the market operation pattern of American season TV drama in the basis of the value chain in television industry, from pre-planning, to production and broadcast, to marketing, to brand management and follow-up development ， and tries to interpret the market operation pattern combined with marketing theory , in order to find out some basic laws for the practice of the domestic TV industry. K