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在收获了高额的票房后《冰雪奇缘》也顺利为迪士尼再次捧回奥斯卡最佳长篇,迪士尼作为一个庞大的媒介集团一直保持着旺盛的创造力。本文以个体案例研究为基础,从产品融合角度对迪士尼集团进行分析,期望最后能为中国的影视集团提供一个可以发展践行的借鉴道路。通过对迪士尼集团的产业链进行分析得出其主营业务包括:动漫游戏、广告会展、文艺演出、广告传媒、电影电视、旅游交通、服饰美容、餐饮酒店、教育。这些产业通过产业融合的方式紧密地结合起来,以创意为核心,为传媒集团提供了源源不竭的动力。从对迪士尼的分析中,本文为我国的本土影视集团提出了以下三大点建议:首先是增加资本的投入、运用创意激发-互动-管理的方法来保持创意的核心竞争力,其次是通过多平台有针对性的营销来进行销售的宣传,最后是用文化价值的核心理念来开拓自己的产业价值链。
After harvesting the high box office, Frozen successfully took Disney back to the best of Oscar for the second time. As a large media group, Disney maintained its strong creativity. Based on individual case studies, this article analyzes the Disney Group from the perspective of product integration and hopes to finally provide China’s film and television groups with a reference path that can be developed and implemented. Through the analysis of the Disney Group’s industrial chain, its main businesses include: animation games, advertising exhibitions, theatrical performances, advertising media, film and television, travel and transportation, beauty salon, catering hotel, education. These industries are closely integrated by way of industrial convergence, with creativity as the core, which provides an endless source of motivation for media groups. From the analysis of Disney, this paper puts forward the following three suggestions for the local film and television groups in our country. The first is to increase capital investment and use creativity-interaction-management method to maintain the core competitiveness of creativity, followed by more Platform targeted marketing to carry out sales promotion, and finally is the core concept of cultural values to develop their own industry value chain.