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华谊兄弟:轻资产布局实景娱乐,强IP发力特色小镇——产城运营战略观察第四十八期

来源: 南方日报网络版     时间: 2018年12月12日 22:56:24
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(原)(标)(题)(:华)(谊)(兄)(弟)(:轻)(资)(产)(布)(局)(实)(景)(娱)(乐)(,强)(IP发)(力)(特)(色)(小)(镇)(——产)(城)(运)(营)(战)(略)(观)(察)(第)(四)(十)(八)(期)(
阅)(读)(提)(示)(
以)(输)(出)(“影)(视)(IP”为)(核)(心)(的)(轻)(资)(产)(路)(线)(,华)(谊)(兄)(弟)(还)(能)(走)(多)(远)(?本)(期)(产)(城)(研)(究)(企)(业)(深)(研)(带)(您)(观)(看)(华)(谊)(正)(戏)(。
目)(录)(
一)(、华)(谊)(兄)(弟)(近)(些)(年)(的)(发)(展)(概)(况)(
1.1华)(谊)(兄)(弟)(的)(业)(务)(布)(局)(
二)(、华)(谊)(兄)(弟)(做)(特)(色)(电)(影)(小)(镇)(的)(动)(因)(
2.1政)(策)(的)(引)(导)(
2.2市)(场)(大)(环)(境)(的)(驱)(使)(
2.2.1中)(国)(的)(电)(影)(市)(场)(趋)(于)(成)(熟)(,优)(质)(IP资)(源)(没)(有)(得)(到)(有)(效)(利)(用)(
2.2.2观)(众)(对)(于)(内)(容)(回)(归)(理)(性)(
2.2.3实)(景)(娱)(乐)(产)(业)(风)(行)(,粉)(丝)(经)(济)(助)(推)(实)(景)(娱)(乐)(
2.3华)(谊)(自)(身)(的)(因)(素)(
2.3.1华)(谊)(兄)(弟)(目)(前)(影)(视)(业)(发)(展)(状)(况)(
2.3.2丰)(富)(的)(IP资)(源)(
2.3.3“影)(游)(互)(动)(”仅)(仅)(只)(是)(纯)(粹)(的)(资)(本)(运)(作)(
三)(、华)(谊)(兄)(弟)(电)(影)(小)(镇)(的)(运)(作)(模)(式)(
3.1华)(谊)(兄)(弟)(特)(色)(小)(镇)(的)(类)(型)(
3.2华)(谊)(兄)(弟)(特)(色)(小)(镇)(的)(运)(作)(方)(式)(
企)(业)(简)(介)(
一)(
华)(谊)(兄)(弟)(传)(媒)(股)(份)(有)(限)(公)(司)((股)(票)(代)(码)(:300027)创)(立)(于)(1994年)(,公)(司)(早)(期)(主)(要)(从)(事)(广)(告)(业)(务)(,1998年)(开)(始)(涉)(猎)(电)(影)(行)(业)(,在)(“知)(名)(导)(演)(+优)(质)(资)(源)(”两)(大)(IP的)(驱)(动)(下)(,华)(谊)(兄)(弟)(开)(始)(全)(面)(进)(军)(传)(媒)(行)(业)(。公)(司)(在)(影)(视)(剧)(、艺)(人)(经)(纪)(、唱)(片)(、娱)(乐)(营)(销)(等)(领)(域)(取)(得)(了)(不)(俗)(的)(成)(绩)(,并)(在)(2005年)(成)(立)(了)(华)(谊)(兄)(弟)(传)(媒)(集)(团)(,2009年)(公)(司)(在)(创)(业)(板)(上)(市)(。近)(些)(年)(来)(,由)(于)(政)(策)(环)(境)(的)(变)(化)(和)(发)(展)(战)(略)(的)(调)(整)(,公)(司)(依)(托)(自)(身)(强)(大)(的)(IP资)(源)(,通)(过)(品)(牌)(输)(出)(和)(实)(景)(娱)(乐)(板)(块)(,正)(式)(进)(军)(特)(色)(小)(镇)(行)(业)(。
传)(统)(影)(视)(业)(务)(的)(波)(动)(性)(,导)(致)(华)(谊)(兄)(弟)(开)(始)(朝)(着)(多)(元)(化)(的)(方)(向)(发)(展)(,“去)(电)(影)(化)(”战)(略)(的)(实)(施)(扩)(大)(了)(华)(谊)(兄)(弟)(的)(业)(务)(范)(围)(,让)(四)(大)(业)(务)(板)(块)(得)(以)(成)(型)(。但)(也)(正)(是)(因)(为)(这)(两)(个)(因)(素)(,让)(华)(谊)(走)(上)(了)(一)(条)(“不)(归)(路)(”,影)(视)(娱)(乐)(不)(可)(能)(在)(短)(时)(间)(内)(迅)(速)(回)(暖)(,品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(板)(块)(将)(是)(其)(近)(些)(年)(重)(点)(发)(展)(的)(业)(务)(板)(块)(。
在)(政)(策)(的)(支)(持)(下)(,特)(色)(小)(镇)(建)(设)(的)(春)(风)(吹)(遍)(全)(国)(,华)(谊)(优)(质)(的)(IP资)(源)(,让)(其)(以)(影)(视)(IP为)(主)(导)(的)(特)(色)(小)(镇)(建)(设)(受)(到)(了)(政)(府)(和)(合)(作)(方)(的)(青)(睐)(,或)(许)(华)(谊)(兄)(弟)(能)(够)(凭)(此)(打)(一)(个)(漂)(亮)(的)(翻)(身)(仗)(?
一)(、华)(谊)(兄)(弟)(近)(些)(年)(的)(发)(展)(概)(况)(
华)(谊)(兄)(弟)(是)(内)(地)(第)(一)(个)(拿)(到)(电)(影)(拍)(摄)(拍)(照)(民)(营)(企)(业)(,在)(像)(《没)(完)(没)(了)(》、《甲)(方)(乙)(方)(》、《集)(结)(号)(》、《非)(诚)(勿)(扰)(》等)(贺)(岁)(档)(喜)(剧)(的)(助)(推)(下)(,很)(长)(时)(间)(内)(,华)(谊)(兄)(弟)(在)(影)(视)(娱)(乐)(圈)(可)(谓)(是)(一)(家)(独)(大)(。随)(着)(影)(视)(产)(业)(逐)(渐)(趋)(于)(成)(熟)(,公)(司)(开)(始)(涉)(足)(其)(他)(产)(业)(,多)(元)(化)(发)(展)(格)(局)(显)(现)(。目)(前)(公)(司)(控)(股)(、参)(股)(的)(公)(司)(有)(103家)(,到)(2016年)(底)(,公)(司)(旗)(下)(有)(13家)(子)(公)(司)(营)(收)(占)(比)(超)(过)(1%。
图)(1-华)(谊)(兄)(弟)(旗)(下)(的)(部)(分)(子)(公)(司)(
资)(料)(来)(源)(:2016年)(华)(谊)(兄)(弟)(年)(报)(
注)(:该)(表)(子)(公)(司)(为)(2016年)(营)(收)(比)(重)(超)(过)(1%的)(华)(谊)(兄)(弟)(子)(公)(司)(
1.1华)(谊)(兄)(弟)(的)(业)(务)(布)(局)(
2014年)(对)(于)(华)(谊)(来)(说)(,是)(一)(个)(业)(务)(布)(局)(分)(水)(岭)(。当)(年)(火)(热)(的)(中)(国)(电)(影)(市)(场)(并)(没)(有)(给)(华)(谊)(兄)(弟)(带)(来)(丰)(厚)(的)(利)(润)(,相)(反)(,根)(据)(公)(司)(2014年)(半)(年)(报)(显)(示)(,华)(谊)(电)(影)(、电)(视)(剧)(和)(艺)(人)(经)(纪)(三)(大)(主)(营)(业)(务)(营)(收)(同)(比)(下)(降)(了)(约)(69%、30%、15%。传)(统)(影)(视)(投)(资)(业)(务)(的)(波)(动)(性)(,让)(华)(谊)(不)(得)(不)(重)(新)(思)(考)(自)(身)(的)(战)(略)(布)(局)(。
改)(革)(开)(放)(以)(来)(,中)(国)(经)(济)(迅)(速)(发)(展)(,年)(均)(6.5%以)(上)(的)(经)(济)(增)(长)(率)(,正)(在)(创)(造)(一)(个)(又)(一)(个)(的)(“中)(国)(奇)(迹)(”,人)(民)(的)(物)(质)(生)(活)(得)(到)(了)(极)(大)(的)(满)(足)(,中)(国)(正)(迎)(来)(新)(一)(轮)(消)(费)(升)(级)(的)(浪)(潮)(,消)(费)(者)(从)(应)(付)(生)(活)(转)(变)(为)(经)(营)(生)(活)(、享)(受)(生)(活)(的)(过)(程)(,文)(化)(娱)(乐)(、旅)(游)(休)(闲)(等)(领)(域)(的)(消)(费)(出)(现)(爆)(发)(式)(增)(长)(,从)(品)(质)(和)(数)(量)(两)(方)(面)(对)(供)(给)(侧)(形)(成)(牵)(引)(,从)(而)(充)(分)(发)(挥)(出)(消)(费)(在)(经)(济)(增)(长)(中)(的)(基)(础)(性)(作)(用)(和)(促)(进)(产)(业)(转)(型)(的)(重)(要)(作)(用)(。
华)(谊)(兄)(弟)(自)(然)(不)(会)(错)(过)(这)(样)(的)(发)(展)(机)(会)(。立)(足)(于)(自)(身)(的)(文)(化)(基)(因)(,早)(在)(2009年)(,华)(谊)(兄)(弟)(在)(上)(市)(后)(启)(动)(了)(“去)(电)(影)(化)(”战)(略)(布)(局)(调)(整)(,到)(了)(2014年)(,华)(谊)(才)(将)(这)(一)(战)(略)(落)(实)(。这)(在)(很)(大)(程)(度)(上)(是)(所)(谓)(的)(“路)(径)(依)(赖)(”因)(素)(导)(致)(的)(。华)(谊)(兄)(弟)(发)(家)(于)(影)(视)(业)(,影)(视)(业)(一)(直)(是)(其)(营)(收)(主)(业)(,所)(谓)(下)(山)(容)(易)(,上)(山)(难)(,稳)(定)(的)(影)(视)(娱)(乐)(运)(营)(与)(营)(收)(模)(式)(,短)(时)(间)(内)(很)(大)(发)(生)(较)(大)(的)(改)(变)(。
2014年)(,华)(谊)(兄)(弟)(将)(旗)(下)(的)(业)(务)(进)(行)(整)(合)(,初)(步)(形)(成)(了)(以)(电)(影)(、电)(视)(剧)(、艺)(人)(经)(纪)(等)(业)(务)(为)(代)(表)(的)(影)(视)(娱)(乐)(板)(块)(;以)(电)(影)(公)(社)(、文)(化)(城)(、主)(题)(公)(园)(等)(业)(务)(为)(代)(表)(的)(品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(板)(块)(;以)(游)(戏)(、新)(媒)(体)(、粉)(丝)(社)(区)(、在)(线)(发)(行)(业)(务)(为)(代)(表)(的)(互)(联)(网)(娱)(乐)(板)(块)(等)(三)(大)(业)(务)(板)(块)(。基)(于)(公)(司)(的)(多)(元)(化)(的)(发)(展)(战)(略)(和)(完)(善)(主)(营)(业)(务)(矩)(阵)(,以)(及)(自)(身)(财)(务)(承)(载)(力)(的)(考)(量)(,2017年)(,公)(司)(正)(式)(确)(立)(了)(产)(业)(投)(资)(为)(第)(四)(个)(重)(要)(板)(块)(。自)(此)(华)(谊)(兄)(弟)(形)(成)(了)(影)(视)(娱)(乐)(、互)(联)(网)(娱)(乐)(、品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(、产)(业)(投)(资)(四)(大)(主)(营)(业)(务)(板)(块)(。
图)(2-华)(谊)(兄)(弟)(四)(大)(业)(务)(板)(块)(
伴)(随)(着)(自)(身)(业)(务)(体)(系)(的)(逐)(渐)(成)(熟)(,以)(及)(适)(应)(市)(场)(发)(展)(的)(需)(要)(,华)(谊)(兄)(弟)(提)(出)(了)(三)(大)(发)(展)(战)(略)(:大)(娱)(乐)(生)(态)(圈)(战)(略)(、“强)(内)(核)(”内)(容)(平)(台)(战)(略)(、国)(际)(化)(战)(略)(。
图)(3-华)(谊)(兄)(弟)(三)(大)(战)(略)(
大)(娱)(乐)(生)(态)(圈)(”战)(略)(是)(基)(于)(四)(大)(板)(块)(建)(立)(的)(平)(台)(化)(运)(营)(逻)(辑)(。一)(方)(面)(,在)(内)(部)(完)(善)(板)(块)(联)(动)(:影)(视)(娱)(乐)(的)(优)(质)(内)(容)(向)(线)(上)(流)(转)(,可)(以)(衍)(生)(为)(游)(戏)(、网)(剧)(、网)(络)(大)(电)(影)(、粉)(丝)(经)(济)(等)(产)(品)(;向)(线)(下)(流)(转)(,可)(以)(得)(到)(旅)(游)(小)(镇)(、主)(题)(公)(园)(等)(实)(景)(娱)(乐)(衍)(生)(品)(;同)(时)(,这)(些)(产)(品)(的)(利)(润)(和)(影)(响)(力)(可)(以)(反)(哺)(内)(容)(生)(产)(。另)(一)(方)(面)(,作)(为)(开)(放)(平)(台)(,要)(有)(能)(接)(纳)(全)(形)(态)(娱)(乐)(内)(容)(的)(能)(力)(,无)(论)(小)(说)(、游)(戏)(、网)(剧)(、动)(漫)(都)(可)(顺)(畅)(导)(入)(,并)(且)(完)(成)(各)(种)(形)(态)(的)(转)(换)(与)(增)(值)(,实)(现)(IP价)(值)(最)(大)(化)(。2014年)(,阿)(里)(巴)(巴)(、腾)(讯)(公)(司)(、中)(国)(平)(安)(宣)(布)(入)(股)(华)(谊)(,更)(成)(为)(华)(谊)(兄)(弟)(突)(破)(行)(业)(边)(界)(限)(制)(的)(强)(大)(后)(盾)(。
“强)(内)(核)(”内)(容)(平)(台)(战)(略)(主)(要)(是)(依)(托)(华)(谊)(兄)(弟)(近)(些)(年)(来)(积)(累)(的)(优)(质)(IP资)(源)(,立)(足)(华)(谊)(影)(视)(娱)(乐)(板)(块)(,在)(动)(画)(大)(电)(影)(、控)(股)(参)(股)(独)(立)(制)(片)(、签)(约)(导)(演)(原)(创)(电)(影)(、海)(外)(电)(影)(合)(作)(、明)(星)(驱)(动)(IP等)(五)(个)(方)(面)(强)(化)(公)(司)(影)(视)(娱)(乐)(内)(容)(,不)(断)(给)(公)(司)(内)(核)(发)(展)(注)(入)(强)(心)(剂)(。
华)(谊)(兄)(弟)(的)(国)(际)(化)(战)(略)(主)(要)(依)(托)(于)(重)(大)(国)(际)(项)(目)(的)(单)(片)(合)(作)(、与)(海)(外)(优)(秀)(制)(片)(方)(建)(立)(长)(期)(稳)(定)(的)(战)(略)(合)(作)(、搭)(建)(自)(主)(的)(国)(际)(资)(源)(整)(合)(平)(台)(三)(种)(运)(作)(模)(式)(,三)(线)(并)(行)(,稳)(步)(推)(进)(,扩)(大)(中)(国)(电)(影)(在)(世)(界)(的)(影)(响)(力)(。
二)(、华)(谊)(兄)(弟)(做)(特)(色)(电)(影)(小)(镇)(的)(动)(因)(
2.1政)(策)(的)(引)(导)(
由)(国)(家)(发)(改)(委)(联)(合)(国)(土)(资)(源)(部)(、环)(境)(资)(源)(部)(、住)(房)(城)(乡)(建)(设)(部)(,在)(2017年)(12月)(联)(合)(发)(布)(的)(《关)(于)(规)(范)(推)(进)(特)(色)(小)(镇)(和)(特)(色)(小)(城)(镇)(建)(设)(的)(若)(干)(意)(见)(》,明)(确)(了)(特)(色)(小)(镇)(建)(设)(的)(独)(特)(性)(要)(求)(和)(导)(向)(性)(正)(确)(。
独)(特)(性)(要)(求)(是)(指)(国)(家)(发)(改)(委)(牵)(头)(的)(特)(色)(小)(镇)(建)(设)(,更)(加)(注)(重)(特)(色)(产)(业)(的)(培)(育)(,打)(造)(独)(特)(的)(产)(业)(生)(态)(,防)(止)(千)(镇)(一)(面)(。华)(谊)(兄)(弟)(依)(托)(自)(身)(强)(大)(的)(影)(视)(IP资)(源)(,输)(出)(自)(己)(的)(品)(牌)(价)(值)(,将)(可)(复)(制)(的)(影)(视)(文)(化)(注)(入)(文)(旅)(产)(业)(,打)(造)(独)(特)(的)(特)(色)(小)(镇)(产)(业)(形)(态)(,符)(合)(国)(家)(的)(特)(色)(小)(镇)(定)(位)(。
导)(向)(性)(正)(确)(是)(指)(特)(色)(小)(镇)(建)(设)(防)(止)(房)(地)(产)(化)(倾)(向)(,防)(止)(偷)(梁)(换)(柱)(,把)(产)(业)(培)(育)(项)(目)(做)(成)(房)(地)(产)(项)(目)(。华)(谊)(兄)(弟)(建)(设)(特)(色)(小)(镇)(走)(的)(是)(轻)(资)(产)(化)(路)(线)(,即)(使)(与)(当)(地)(房)(企)(进)(行)(合)(作)(,也)(能)(为)(项)(目)(注)(入)(IP元)(素)(,IP内)(容)(的)(保)(驾)(护)(航)(,获)(得)(的)(投)(资)(回)(报)(会)(更)(稳)(健)(。另)(外)(小)(镇)(还)(会)(获)(得)(当)(地)(政)(府)(一)(些)(税)(收)(返)(还)(等)(方)(面)(的)(政)(府)(扶)(持)(,这)(样)(内)(容)(方)(的)(资)(产)(模)(式)(就)(不)(会)(过)(重)(。
表)(1-国)(家)(级)(特)(色)(小)(镇)(文)(件)(资)(料)(来)(源)(:从)(特)(色)(小)(镇)(网)(等)(网)(站)(整)(理)(而)(得)(
2.2市)(场)(大)(环)(境)(的)(驱)(使)(
2.2.1中)(国)(的)(电)(影)(市)(场)(趋)(于)(成)(熟)(,优)(质)(IP资)(源)(没)(有)(得)(到)(有)(效)(利)(用)(
中)(国)(电)(影)(业)(经)(过)(近)(些)(年)(的)(发)(展)(,电)(影)(市)(场)(趋)(于)(成)(熟)(。2017全)(国)(票)(房)(总)(额)(达)(到)(了)(559亿)(元)(,其)(中)(国)(产)(票)(房)(为)(301亿)(元)(,涌)(现)(出)(了)(像)(《战)(狼)(2》这)(样)(的)(优)(秀)(国)(产)(影)(片)(,国)(产)(片)(的)(发)(展)(值)(得)(期)(待)(。从)(2015年)(开)(始)(,我)(国)(电)(影)(票)(房)(市)(场)(虽)(有)(波)(动)(,但)(整)(体)(趋)(于)(平)(稳)(,在)(一)(定)(程)(度)(上)(反)(映)(了)(我)(国)(电)(影)(市)(场)(日)(趋)(成)(熟)(。电)(影)(的)(高)(票)(房)(与)(电)(影)(中)(的)(优)(质)(IP资)(源)(未)(被)(充)(分)(利)(用)(之)(间)(的)(矛)(盾)(,阻)(碍)(着)(我)(国)(电)(影)(产)(业)(链)(的)(拓)(展)(与)(延)(伸)(,建)(设)(电)(影)(特)(色)(小)(镇)(,将)(优)(质)(的)(影)(视)(IP产)(业)(化)(,推)(动)(影)(视)(文)(旅)(产)(业)(的)(发)(展)(,这)(不)(失)(为)(资)(源)(有)(效)(利)(用)(的)(一)(种)(方)(式)(。
图)(4-我)(国)(近)(些)(年)(的)(票)(房)(走)(势)(
数)(据)(来)(源)(:广)(电)(总)(局)(
2.2.2观)(众)(对)(于)(内)(容)(回)(归)(理)(性)(
优)(质)(的)(内)(容)(是)(吸)(引)(电)(影)(消)(费)(者)(的)(主)(要)(因)(素)(,一)(方)(面)(优)(质)(内)(容)(的)(票)(房)(号)(召)(力)(超)(预)(期)(,比)(如)(《战)(狼)(2》,它)(的)(综)(合)(票)(房)(达)(了)(史)(无)(前)(例)(的)(56.8亿)(,创)(造)(了)(国)(内)(电)(影)(市)(场)(票)(房)(纪)(录)(;另)(一)(方)(面)(票)(房)(越)(发)(向)(头)(部)(内)(容)(集)(中)(,分)(化)(明)(显)(,优)(质)(内)(容)(为)(王)(。观)(众)(对)(于)(内)(容)(回)(归)(理)(性)(,必)(将)(加)(深)(其)(对)(优)(质)(IP的)(印)(象)(,特)(色)(小)(镇)(将)(IP资)(源)(落)(地)(为)(实)(,将)(会)(满)(足)(电)(影)(消)(费)(者)(的)(诉)(求)(,侧)(面)(突)(出)(了)(电)(影)(特)(色)(小)(镇)(是)(消)(费)(导)(向)(性)(产)(业)(的)(特)(性)(。同)(时)(,观)(众)(对)(于)(内)(容)(回)(归)(理)(性)(,在)(一)(定)(程)(度)(上)(激)(励)(电)(影)(制)(作)(方)(推)(出)(更)(多)(有)(内)(容)(、有)(想)(法)(的)(优)(质)(影)(片)(,同)(时)(也)(推)(动)(着)(电)(影)(公)(司)(创)(造)(更)(多)(IP资)(源)(。
图)(5-影)(片)(数)(量)(占)(比)(
图)(6-影)(片)(票)(房)(占)(比)(
数)(据)(来)(源)(:广)(电)(总)(局)(
2.2.3实)(景)(娱)(乐)(产)(业)(风)(行)(,粉)(丝)(经)(济)(助)(推)(实)(景)(娱)(乐)(
实)(景)(娱)(乐)(业)(务)(中)(,迪)(士)(尼)(是)(不)(争)(的)(第)(一)(,上)(海)(迪)(士)(尼)(进)(入)(内)(地)(市)(场)(仅)(一)(年)(就)(实)(现)(了)(小)(幅)(盈)(利)(,在)(其)(2017财)(年)(第)(三)(季)(度)(中)(财)(报)(中)(,迪)(士)(尼)(的)(细)(分)(业)(务)(数)(据)(只)(有)(主)(题)(乐)(园)(与)(度)(假)(区)(业)(务)(保)(持)(营)(收)(与)(营)(运)(利)(润)(上)(升)(,而)(且)(得)(益)(于)(全)(球)(主)(题)(乐)(园)(项)(目)(的)(扩)(建)(,2017年)(第)(三)(季)(度)(主)(题)(乐)(园)(的)(营)(收)(占)(总)(营)(收)(34.3%。而)(主)(题)(乐)(园)(和)(度)(假)(区)(的)(资)(产)(占)(公)(司)(总)(资)(产)(57%,较)(去)(年)(同)(期)(增)(加)(了)(3%。国)(内)(实)(行)(娱)(乐)(产)(业)(的)(风)(行)(,离)(不)(开)(像)(迪)(士)(尼)(、环)(球)(影)(城)(这)(样)(的)(海)(外)(巨)(头)(入)(华)(的)(影)(响)(。在)(海)(外)(企)(业)(丰)(厚)(利)(润)(的)(诱)(导)(下)(,国)(内)(许)(多)(企)(业)(开)(始)(布)(局)(实)(景)(娱)(乐)(产)(业)(,以)(期)(分)(一)(杯)(羹)(。
迪)(士)(尼)(所)(创)(造)(的)(IP资)(源)(是)(其)(布)(局)(迪)(士)(尼)(乐)(园)(等)(实)(景)(娱)(乐)(产)(业)(的)(重)(要)(依)(托)(。强)(大)(的)(IP资)(源)(,创)(造)(了)(一)(大)(批)(粉)(丝)(受)(众)(群)(体)(,粉)(丝)(对)(于)(优)(质)(IP的)(渴)(望)(,在)(一)(定)(程)(度)(上)(推)(动)(了)(迪)(士)(尼)(实)(景)(娱)(乐)(产)(业)(的)(发)(展)(。
2.3华)(谊)(自)(身)(的)(因)(素)(
2.3.1华)(谊)(兄)(弟)(目)(前)(影)(视)(业)(发)(展)(状)(况)(
2014年)(以)(后)(,华)(谊)(兄)(弟)(确)(立)(了)(“一)(体)(两)(翼)(”的)(发)(展)(格)(局)(,即)(以)(电)(影)(娱)(乐)(版)(块)(为)(主)(,互)(联)(网)(娱)(乐)(和)(品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(为)(两)(翼)(。在)(这)(样)(的)(发)(展)(模)(式)(下)(,2016年)(华)(谊)(兄)(弟)(在)(2016年)(还)(是)(经)(历)(了)(票)(房)(滑)(铁)(卢)(,全)(年)(不)(到)(24亿)(的)(电)(影)(票)(房)(,甚)(至)(刚)(到)(2015年)(43亿)(票)(房)(的)(一)(半)(,虽)(然)(在)(2017年)(后)(期)(凭)(借)(《芳)(华)(》和)(《前)(任)(3》两)(部)(影)(片)(,华)(谊)(兄)(弟)(电)(影)(票)(房)(又)(重)(新)(回)(到)(了)(56.2亿)(元)(的)(水)(平)(,但)(这)(恰)(恰)(反)(映)(出)(了)(传)(统)(影)(视)(业)(务)(投)(资)(波)(动)(大)(的)(特)(点)(,传)(统)(影)(视)(业)(务)(过)(山)(车)(似)(的)(增)(长)(方)(式)(,让)(华)(谊)(更)(加)(坚)(定)(所)(谓)(的)(“去)(电)(影)(化)(”的)(发)(展)(方)(式)(,通)(过)(输)(出)(IP资)(源)(的)(品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(的)(轻)(资)(产)(路)(线)(,被)(华)(谊)(当)(成)(一)(种)(新)(的)(业)(务)(营)(收)(增)(长)(方)(式)(。
图)(7-五)(大)(民)(营)(影)(视)(公)(司)(的)(票)(房)(营)(收)(情)(况)(
数)(据)(来)(源)(:各)(影)(视)(公)(司)(年)(报)(
2.3.2丰)(富)(的)(IP资)(源)(
华)(谊)(兄)(弟)(发)(展)(至)(今)(,积)(累)(了)(许)(多)(优)(质)(的)(IP资)(源)(。从)(1998年)(的)(第)(一)(部)(冯)(氏)(喜)(剧)(《没)(完)(没)(了)(》,到)(后)(来)(的)(《非)(诚)(勿)(扰)(》、《功)(夫)(》、《天)(下)(无)(贼)(》、《集)(结)(号)(》等)(电)(影)(,每)(一)(部)(都)(可)(以)(说)(是)(当)(年)(贺)(岁)(档)(电)(影)(中)(的)(“爆)(款)(”,这)(些)(优)(秀)(的)(影)(片)(为)(华)(谊)(积)(累)(了)(大)(量)(优)(质)(的)(IP资)(源)(,确)(立)(了)(华)(谊)(兄)(弟)(在)(影)(视)(圈)(的)(地)(位)(,是)(华)(谊)(开)(拓)(品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(版)(块)(不)(可)(多)(得)(财)(富)(,而)(建)(设)(电)(影)(特)(色)(小)(镇)(是)(将)(IP资)(源)(落)(地)(最)(直)(接)(的)(方)(式)(。
2.3.3“影)(游)(互)(动)(”仅)(仅)(只)(是)(纯)(粹)(的)(资)(本)(运)(作)(
非)(经)(常)(性)(损)(益)(收)(入)(是)(近)(些)(年)(来)(华)(谊)(兄)(弟)(净)(资)(产)(增)(长)(的)(一)(个)(重)(要)(方)(式)(。2017年)(6月)(12日)(,华)(谊)(兄)(弟)(以)(6.47亿)(元)(,转)(让)(其)(持)(有)(的)(控)(股)(子)(公)(司)(广)(州)(银)(汉)(科)(技)(有)(限)(公)(司)(25.88%的)(股)(权)(,过)(去)(四)(年)(内)(收)(益)(超)(过)(100%。7月)(27日)(,华)(谊)(兄)(弟)(进)(一)(步)(出)(售)(北)(京)(掌)(趣)(科)(技)(股)(份)(有)(限)(公)(司)(0.98%的)(股)(份)(,套)(现)(达)(到)(1.93亿)(元)(。而)(持)(股)(比)(例)(也)(进)(一)(步)(下)(降)(至)(0.42%。
当)(年)(王)(中)(军)(口)(中)(的)(“影)(游)(互)(动)(”,至)(少)(从)(目)(前)(来)(看)(仅)(仅)(是)(其)(资)(本)(运)(作)(的)(一)(种)(模)(式)(,将)(优)(质)(的)(IP资)(源)(和)(游)(戏)(相)(结)(合)(,打)(造)(影)(游)(互)(动)(的)(产)(业)(链)(构)(想)(依)(然)(停)(留)(在)(纸)(面)(上)(,华)(谊)(兄)(弟)(目)(前)(账)(上)(45.63亿)(元)(的)(长)(期)(股)(权)(投)(资)(中)(,包)(括)(21.44亿)(元)(北)(京)(英)(雄)(互)(娱)(科)(技)(股)(份)(有)(限)(公)(司)(股)(权)(投)(资)(,6.25亿)(元)(广)(州)(银)(汉)(科)(技)(有)(限)(公)(司)(股)(权)(投)(资)(。华)(谊)(兄)(弟)(可)(继)(续)(减)(持)(并)(获)(得)(收)(益)(的)(控)(股)(公)(司)(并)(不)(多)(了)(。建)(设)(电)(影)(小)(镇)(,将)(IP资)(源)(落)(地)(,打)(造)(实)(景)(产)(业)(将)(是)(华)(谊)(持)(续)(营)(收)(的)(一)(个)(重)(要)(途)(径)(。
图)(8-华)(谊)(兄)(弟)(利)(润)(走)(势)(
数)(据)(来)(源)(:华)(谊)(兄)(弟)(年)(报)(、季)(度)(报)(
三)(、华)(谊)(兄)(弟)(电)(影)(小)(镇)(的)(运)(作)(模)(式)(
3.1华)(谊)(兄)(弟)(特)(色)(小)(镇)(的)(类)(型)(
华)(谊)(兄)(弟)(品)(牌)(授)(权)(与)(实)(景)(娱)(乐)(板)(块)(通)(过)(旗)(下)(实)(景)(娱)(乐)(公)(司)(,以)(建)(设)(华)(谊)(兄)(弟)(电)(影)(城)(、华)(谊)(兄)(弟)(电)(影)(世)(界)(、华)(谊)(兄)(弟)(电)(影)(小)(镇)(和)(华)(谊)(兄)(弟)(文)(化)(城)(四)(种)(方)(式)(,来)(推)(动)(特)(色)(小)(镇)(建)(设)(。华)(谊)(兄)(弟)(电)(影)(小)(镇)(是)(内)(容)(嵌)(入)(型)(项)(目)(,主)(要)(以)(塑)(造)(和)(还)(原)(经)(典)(电)(影)(场)(景)(为)(主)(,依)(托)(自)(身)(电)(影)(IP资)(源)(,发)(展)(影)(视)(文)(旅)(产)(业)(。目)(前)(已)(建)(成)(的)(项)(目)(是)(海)(南)(冯)(小)(刚)(电)(影)(公)(社)(,由)(海)(南)(观)(澜)(湖)(华)(谊)(冯)(小)(刚)(文)(化)(旅)(游)(实)(业)(有)(限)(公)(司)(负)(责)(运)(营)(。华)(谊)(兄)(弟)(电)(影)(世)(界)(是)(以)(华)(谊)(电)(影)(内)(容)(为)(主)(体)(的)(大)(型)(乐)(园)(,目)(前)(已)(有)(在)(建)(的)(苏)(州)(项)(目)(,由)(华)(谊)(影)(城)((苏)(州)()有)(限)(公)(司)(负)(责)(运)(营)(。华)(谊)(兄)(弟)(电)(影)(城)(是)(电)(影)(小)(镇)(和)(电)(影)(世)(界)(的)(有)(机)(综)(合)(体)(,目)(标)(是)(以)(华)(谊)(兄)(弟)(电)(影)(IP与)(当)(地)(文)(化)(结)(合)(的)(互)(动)(体)(验)(式)(文)(旅)(小)(镇)(和)(浸)(入)(式)(互)(动)(大)(型)(乐)(园)(相)(结)(合)(,打)(造)(成)(为)(电)(影)(小)(镇)(+电)(影)(世)(界)(的)(综)(合)(旗)(舰)(产)(品)(。
图)(2-四)(种)(华)(谊)(特)(色)(小)(镇)(类)(型)(
资)(料)(来)(源)(:华)(谊)(兄)(弟)(官)(方)(网)(站)(
3.2华)(谊)(兄)(弟)(特)(色)(小)(镇)(的)(运)(作)(方)(式)(
华)(谊)(兄)(弟)(建)(设)(电)(影)(特)(色)(小)(镇)(,主)(要)(是)(通)(过)(旗)(下)(子)(公)(司)(华)(谊)(兄)(弟)((天)(津)()实)(景)(娱)(乐)(有)(限)(公)(司)(来)(投)(资)(运)(作)(。当)(前)(华)(谊)(兄)(弟)(电)(影)(小)(镇)(的)(运)(作)(模)(式)(主)(要)(有)(项)(目)(运)(营)(和)(项)(目)(管)(理)(两)(种)(方)(式)(。在)(项)(目)(管)(理)(模)(式)(上)(,2017年)(1月)(起)(,华)(谊)(兄)(弟)((天)(津)()实)(景)(娱)(乐)(有)(限)(公)(司)(陆)(续)(参)(与)(投)(资)(了)(华)(谊)(兄)(弟)((长)(沙)()电)(影)(文)(化)(城)(有)(限)(公)(司)(、华)(谊)(兄)(弟)((济)(南)()电)(影)(城)(投)(资)(开)(发)(有)(限)(公)(司)(、凉)(山)(华)(谊)(兄)(弟)(电)(影)(小)(镇)(有)(限)(公)(司)(、南)(京)(华)(谊)(上)(秦)(淮)(文)(化)(产)(业)(发)(展)(有)(限)(公)(司)(以)(及)(武)(汉)(恒)(谊)(电)(影)(文)(化)(有)(限)(公)(司)(五)(家)(当)(地)(项)(目)(管)(理)(公)(司)(,持)(股)(比)(例)(分)(别)(在)(1%至)(10%不)(等)(。从)(图)(中)(我)(们)(可)(以)(看)(出)(,华)(谊)(兄)(弟)(主)(要)(采)(取)(和)(当)(地)(旅)(游)(开)(发)(或)(者)(房)(地)(产)(公)(司)(合)(作)(开)(发)(管)(理)(的)(方)(式)(,来)(投)(资)(参)(与)(的)(电)(影)(小)(镇)(项)(目)(。
图)(9-华)(谊)(电)(影)(特)(色)(小)(镇)(的)(运)(作)(模)(式)(
资)(料)(来)(源)(:华)(谊)(兄)(弟)(年)(报)(、季)(度)(报)(
海)(南)(观)(澜)(湖)(华)(谊)(冯)(小)(刚)(文)(化)(旅)(游)(实)(业)(有)(限)(公)(司)(和)(华)(谊)(影)(城)((苏)(州)()有)(限)(公)(司)(是)(华)(谊)(兄)(弟)((天)(津)()实)(景)(娱)(乐)(有)(限)(公)(司)(旗)(下)(的)(项)(目)(运)(营)(公)(司)(,华)(谊)(兄)(弟)((天)(津)()实)(景)(娱)(乐)(有)(限)(公)(司)(分)(别)(持)(有)(两)(家)(公)(司)(35%和)(21%的)(股)(权)(。
除)(了)(通)(过)(在)(当)(地)(设)(立)(项)(目)(运)(营)(公)(司)(和)(项)(目)(管)(理)(公)(司)(运)(作)(小)(镇)(项)(目)(外)(,华)(谊)(兄)(弟)((天)(津)()实)(景)(娱)(乐)(有)(限)(公)(司)(直)(接)(和)(建)(业)(地)(产)(合)(作)(的)(建)(业)(-华)(谊)(电)(影)(小)(镇)(项)(目)(也)(正)(在)(加)(紧)(施)(工)(建)(设)(,今)(年)(有)(望)(开)(园)(营)(业)(。
华)(谊)(兄)(弟)(电)(影)(特)(色)(小)(镇)(的)(项)(目)(运)(作)(方)(式)(,采)(取)(的)(都)(和)(当)(地)(企)(业)(合)(作)(的)(方)(式)(,决)(定)(了)(华)(谊)(兄)(弟)(旗)(下)(的)(实)(景)(娱)(乐)(项)(目)(公)(司)(走)(的)(并)(非)(重)(资)(产)(模)(式)(。通)(过)(品)(牌)(授)(权)(,输)(出)(IP,结)(合)(当)(地)(独)(特)(的)(地)(域)(文)(化)(,与)(当)(地)(企)(业)(进)(行)(合)(作)(开)(发)(,走)(轻)(资)(产)(路)(线)(。
产)(城)(观)(察)(专)(题)(系)(列)(回)(顾)(
——盘)(点)(产)(城)(2017年)(那)(些)(事)(儿)(
【产)(城)(观)(察)(网)(】入)(驻)(平)(台)(
合)(作)(及)(业)(务)(联)(系)(:黄)(先)(生)(
微)(信)(:huang18918815806
电)(话)(:18918815806返)(回)(搜)(狐)(,查)(看)(更)(多)(责)(任)(编)(辑)(:
声)(明)(:该)(文)(观)(点)(仅)(代)(表)(作)(者)(本)(人)(,搜)(狐)(号)(系)(信)(息)(发)(布)(平)(台)(,搜)(狐)(仅)(提)(供)(信)(息)(存)(储)(空)(间)(服)(务)(。
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