导　　师： 马俊山

学科专业： 050405

授予学位： 博士

作　　者： ;

机构地区： 南京大学

摘　　要： 中国电视剧产业化进程,其原动力是我国计划经济体制向市场经济体制转轨发展的社会背景,在此背景下,政府不断放松规制,市场机制逐渐增强,表现出政府规制与市场机制的博弈演进,推动投融资多元化格局的形成、制播分离模式的深化发展以及产业价值链完整建构,并共同演绎出具有中国特色的电视剧产业化发展过程。 我国电视剧产业规制是从政府绝对控制的背景下起步的,从1979年至今的30余年的电视剧产业化发展进程,总体上看是一个不断放松规制的过程,这源于我国计划经济体制向市场经济体制转轨发展的社会背境。政府在文化传媒政策与电视剧行业政策两个方面,放松规制。主要有：制作资金逐步向民营资本甚至外资开放,制作机构的资格准入逐渐向民营公司开放,题材从规划审批到备案公示,审查制度与内容管理规定从粗放、模糊到精细化、透明化、规范化发展,发行机制逐步建立与健全,以及播出管理从紊乱到有序等等。放松规制增强市场机制的作用,市场机制作用于电视剧产业化发展。目前规制存在的问题是,规制政策层次不高、效力不够,随意性大,且具有模糊性。发展方向是政府管办分离,减少对产业领域的干预,继续增强市场机制的调节功能,完善法制化规制体系。 我国电视剧投融资领域,政府不断放松规制,从当初的只允许国家资本准入,到默许民营社会资本参与,最后到积极鼓励民营社会资本准入,同时允许外资有限参与。融资方式也日趋活跃,主要有国家财政资金、社会赞助、企业债券、私募基金、银行贷款、上市融资、境外资金等等。基本形成了国有资本、民营资本与外资踊跃参与投融资多元化格局。投融资多元化格局的形成,民营资本的大量涌入,激活了电视剧制作市场,推动了电视剧社会化、市场化、规模化发展。目前还存在投融资领域的政策风险问题、非公资本的信任问题与电视剧企业难以作为合格的融资主体等问题。不断完善我国电视剧投融资体系,大力拓展投融资渠道,建立与健全投融资风险防范机制,推动电视剧投融资领域的专业化建构是未来的发展方向。 我国电视剧制播体制改革,是在政府不断放松规制的前提下发展的。制作机构、播出机构的准入以及市场化经营方面,不断开放。推动了制播体制改革的发展,形成了从高度垄断的制播合一到制播分离模式的初建,再到制播分离模式的多元化发展的格局。制播分离模式的多元化发展,释放了电视剧市场的活力,推动了电视剧社会化、市场化、规模化转型升级发展。目前还存在电视台所属制作公司转企改制问题,以及制作系统与播出系统的各自整合问题以及制播系统纵向整合问题。制作系统、播出系统先形成垄断竞争格局,再形成制、播系统的战略联盟基础上的制播分离模式,是未来的发展方向。 我国电视剧产业价值链,是从制播分离的基础上发展起来的,经过了从不完整到完整建构的发展过程。产业价值链完整建构以及电视剧产业链上的策划市场、制作市场、发行市场、播出市场、衍生产品开发市场的基本形成,加速了我国电视剧产业化进程。目前还存在电视剧产业各环节的分工细化以及专业化发展问题,每个环节市场地位不平等问题以及每个环节多元化经营有待开发等等问题。推动我国电视剧产业价值链优化建构是未来发展方向。 在深入探讨我国电视剧产业化进程中的四个核心问题以后。再分析美剧、韩剧的生产观念、管理体制与运行机制,通过横向比较,认为我国电视剧产业发展还存在很大的差距。在尊重我国现实国情的基础上,提出未来我国电视剧产业化进一步发展的路径选择：树立电视剧作为商品的观念、实施流水线生产方式、实行边制边播的运行机制、确立编剧中心地以及推动走出去工程等等。 总体看来,我国电视剧产业化进程是政府规制与市场机制共同作用下的产物,产业化进一步发展,还需要继续放松规制,让市场机制发挥更大作用。 The motive power of Chinese TV drama's industrial process is the transition from planned economy to market economy. In this context, the game between the release of regulation and enhancement of market mechanism pushes forward the formation of multi-format situation of both investment and financing. It accelerates the further development of separating programming and broadcasting model and the fully construction of industrial value chain. All of the above reveals the evolution of teleplay industry with Chinese characteristics. The industrial regulation of TV drama in our country was developing with the background of governmental absolute control. From1979till now, more than30years' development history of TV drama shows a process of deregulation, which owing to the transition from planed economy to market economy. The government has being adapted more flexible regulations in cultural policy and industry policy of TV drama. It mainly includes:accepting private and foreign capital inflow; permitting private production company to join in; showing the theme to public instead of planning approval process; reforming examining system and content management from extensive and vague way to intensive, clear and standard way; setting up a sound issuing mechanism as well as well-organized broadcast management, etc. Deregulation enhances the function of market mechanism, and this in turn promotes the industrial development of TV dramas. However, the regulation in operation is in a low level and efficiency, the randomness and vagueness are hard to avoid. So the proper development is to separate government regulation from management, to less intervene industrial field, to enhance the regulatory function of market mechanism continuous and to improve the legal regulation system. As for financing and investment field of TV drama, government has being adapted more flexible regulations. A process was undergoing from governmental capital only to acquiesce of private social capital and actively encourage private capital and foreign trade corporation finally. Financing methods are trending vibrancy, including national finance capital, social support, enterprise bond, private fund, bank loan, stock market, overseas capital, etc. State-owned capital, private capital and foreign capital all involved in invest market, a diversified situation are basically formed. The influx of private capital activated production market and propelled the market, social and scale oriented development of TV drama. But there are still problems existing in policy risk, non-public capital and self insufficient of financing bodies, etc. Thus, to improve investment system, to expand investment channel, to establish and improve investment mechanisms for risk prevention and to push forward the specialization construction of investment and financing field of TV drama are the proper development direction. The programming and broadcasting system of TV drama in our country was developing on the premise of loosen regulation constantly. Opening environment of production agencies, broadcast institutions and even TV drama market all motivate the evolution of programming and broadcasting system. Moreover, it ends the past monopolistic situation, establishes and promotes a brand new system of separating programming from broadcasting. Diversified development of the new system activates market activity and propels the social, market and scale oriented transition and upgrading development of TV drama. Difficulties lie in transformation of TV station-owned enterprises, how to integrate the relationships of programming and broadcasting companies and the system itself. It is advisable to establish monopolistic situation first and then to separate programming from broadcasting on the base of strategic alliances. This is the future direction. The establishment of industrial value chain is on the base of separating programming from broadcasting and has gone through a history from partly fragment to wholly construction. The complete establishment of industrial value chain and basic formation of planning market, production market, issuing market, broadcasting market as well as derivative production market all accelerate the industrial process of TV drama. At present, problems are the division of labor and specialization in TV drama industry still not well-organized, the market position in each step is unequal and diversification strategy need to be exploited as well. Thus, to extend and integrate TV drama industrial value chain is the develop direction in the future. After comparative analyzing the four core issues in TV drama industrial progress and discuss on ideas of production, management system and operating mechanism of TV dramas in both America and South Korea carefully, it is found that our TV drama industry still has a long and hard way to go. In order to select an appropriate path to develop Chinese TV drama industry, the fundamental realities of our country can't be ignored. Besides, a view of regarding TV dramas as goods should be set up, a use of assembly line in programming while broadcasting model should be put into effect. Moreover, it's time to establish screenwriters' central position as well as to push forward the strategy of "walking out" Overall, the industrial process of Chinese TV drama is a production under the cooperation of government regulation and market mechanism. Further development needs continuous release of regulation so that the market mechanism will play more crucial function.

关 键 词： 电视剧 产业化 规制 投融资 制播体制 价值链 进程

分 类 号： [G229.2-F]