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2020年网络大电影咨询平台商业计划书(DOC)

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基本简介
I 摘要 网络大电影是指为互联网传播而产生的,以互联网为第一或主要发行渠道, 投资成本较低,时长在 60 分钟以上,能够实现移动观看的一种新型网络电影 [1] ; 2014 年 3 月爱奇艺正式 出网络大电影概念,针对中国电影市场现状,爱奇艺走 在了前面。据统计,中国每年立项的电影项目为 1000 部,投入拍摄的 600 部, 成功上映的不超过 300 部,我们能看出,立了项没进入拍摄环节的有 400 部,拍 摄了没能上映的超过 300 部,暂且不论没投入拍摄的影片,单单是没能上线的电 影每年就有这么多,那么如何为这些影片找到出路呢,于是网络大电影计划应运 而生。 网络大电影资讯平台商业计划书是基于网络大电影行业现状,结合笔者自身 的工作经历,采用数据分析、实地调研、理论分析等方法进行论证,最后得出引 入社会资本,整合拍摄资源,从而使资本增值,同时促进创业公司进入健康发展 的轨迹的方式是可行的结论。具体来说,网络大电影咨询平台旨在为想进入电影 行业的社会资本(100 万—300 万) 供投资建议,并在项目实施过程中进行监 督,保质保量完成项目,从而达到资本增值与整合网大行业资源的目的。 据统计,2018 年上半年全网共上线 651 部网络大电影,但真正实现盈利的作 品数量在 10%左右,剩余作品都出现了不同程度的亏损。它们或是对政策研究不 熟悉,或是对题材把控不到位,或是对拍摄过程控制不严格,或是营销策略不精 准,亦或是其他原因导致了投资“打了水漂”,网络大电影咨询平台正是根据这 一现状,致力于为投资人 供更加专业、更加全面的投资建议,力求减少投资损 失,甚至实现资本增值,促进网络大电影行业发展。 从 2014 年到 2016 年诞生了大批从事网络大电影拍摄相关工作的创业公司, 拿成都来说,2015 年四川有 200 家从事网络大电影工作的公司,截止 2018 年 11 月,大多数公司或是倒闭,或是转型做网剧。这些创业公司一般只有 3-5 个人, 专业院校毕业生占多数,他们有的擅长拍摄,有的擅长后期、有的擅长创作、有 的擅长策划,但它们的生存状况都不太好,为什么会这样呢,笔者先后参与了 4 部网络大电影的拍摄,在这过程中发现,大多数公司都是各自为战,从筹划、选 题、编剧、拍摄、后期到上线都独自完成,结果可想而知,然而,它们又不得不 这样做,因为缺少资金支持,这样就陷入了一个恶性循环。于是,网络大电影咨 询平台商业计划书在此背景下就具备了实施条件。摘要 II 本文将采取理论研究、数据分析、实地调研等研究方法对研究对象进行解 构,并主要从平台发展方向、营销策略、商业模式、运营模式、实施步骤、风险 预测及应对措施等 6 个方面讲述本商业计划书,最终得出本项目具有实操性的结 论。 关键词,网络大电影咨询平台 商业计划书 资源整合ABSTRACT III ABSTRACT Internet big movie refers to a new type of Internet movie that is produced for Internet communication, takes Internet as the first or main distribution channel, has low investment cost, and lasts for more than 60 minutes, and can be watched on the move .In March 2014, iQIYI officially put forward the concept of network big film (now it has been changed to network film), aiming at the status quo of Chinese film market, iQIYI takes the lead. According to statistics, China's annual film project project is 1000 units, taken in 600, the success of not more than 300 units, we can see that set the item not entered there are 400 m of the link, filmed the failed to release more than 300 units, aside into films, just failed to launch films every year there are so many, so how to find a way out to the filmHence the Internet movie project. Big movie information platform business plan is based on network big film industry status quo, combined with the author's own work experience, the data analysis, field research, theoretical analysis and other methods, finally it is concluded that the introduction of social capital, integration of resources, so that the capital appreciation, let startup into the track of healthy development of the way is feasible. Specifically, the online movie consulting platform aims to provide investment Suggestions for the social capital (1 million to 3 million) who want to enter the film industry, supervise the project implementation process, and complete the project with quality and quantity guaranteed, so as to achieve capital appreciation and integrate the resources of the online movie industry. To fully understand the functions of the platform, it is necessary to first understand what is the network movie and its development process: According to statistics, in the first half of 2018, a total of 651 big online movies were launched on the Internet, but the number of truly profitable works was about 10%, and the remaining works all showed losses of varying degrees. Them or for policy research, not familiar with, or subject to control does not reach the designated position, or to control the process strictly, or marketing strategy is not accurate, or for other reasons caused the investment gone, network big film consulting platform is according to the present situation, is committed to provide investors with a more professional, more comprehensive investment advice, makes every effort to reduce the investment losses,ABSTRACT IV even to achieve capital appreciation, promote the development of network big film industry. From 2014 to 2016, a large number of startup companies engaged in the work related to network movie shooting were born. Take Chengdu as an example. In 2014, there were X companies engaged in network movie shooting in Chengdu. Some of them are good at shooting, some are good at post-production, some are good at creating, some are good at planning, but their survival situation is not good, why is thisThe author has participated in the four big films, in the process, found that most companies in their own way is, from the planning, the selected topic, writers, shooting, and later to live all alone, the result can be imagined, however, they have to do it again, because of the lack of financial support, so that it fell into a vicious circle. Therefore, the business plan of the Internet movie consulting platform has the implementation conditions under this background. This paper will adopt theoretical research, data analysis, field survey research methods, such as the object of study on deconstruction, and the main development direction from the platform, marketing strategy, business model, operating model, implementation steps, risk prediction and measures about six aspects, such as the business plan, finally come to the conclusion that this project is in field. Key words: Internet movie consulting platform business plan resource integration目录 V 目录 第一章 商业计划书概述................................................................................................ 1 1.1 项目背景 ............................................................................................................ 1 1.2 项目概述............................................................................................................ 3 1.3 研究方法............................................................................................................ 4 1.4 研究的理论基础................................................................................................ 4 1.4.1 创业理论 ................................................................................................. 4 1.4.2 商业计划书 ............................................................................................. 5 1.4.3 战略管理 ................................................................................................. 5 1.4.4 营销管理 ................................................................................................. 5 1.5 项目的意义........................................................................................................ 5 第二章 平台发展方向.................................................................................................... 6 2.1 外部环境分析.................................................................................................... 6 2.1.1 法律法规 ................................................................................................ 6 2.1.2 经济因素 ................................................................................................ 7 2.1.3 社会环境 ................................................................................................ 8 2.1.4 技术环境 ................................................................................................ 8 2.1.5 网络大电影行业环境分析 .................................................................... 8 2.2 内部环境分析...................................................................................................11 2.2.1 优势 ...................................................................................................... 12 2.2.2 创业团队 .............................................................................................. 12 2.3 市场调研.......................................................................................................... 13 2.4 平台发展方向.................................................................................................. 15 2.4.1 优势分析 .............................................................................................. 15 2.4.2 劣势因素 .............................................................................................. 16 2.4.3 机遇分析 .............................................................................................. 16 2.4.4 威胁分析 .............................................................................................. 17 2.4.5 网络大电影咨询平台发展策略 .......................................................... 17 2.5 本章小结.......................................................................................................... 18 第三章 市场营销策略.................................................................................................. 19 3.1 市场细分.......................................................................................................... 19目录 VI 3.1.1 投资群体特征 ...................................................................................... 19 3.1.2 观影群体特征 ...................................................................................... 20 3.1.3 拍摄团队特征 ...................................................................................... 22 3.2 目标市场选择.................................................................................................. 22 3.2.1 目标市场的含义 .................................................................................. 22 3.2.2 目标市场选择的依据 .......................................................................... 23 3.3 营销策略.......................................................................................................... 23 3.3.1 观影群体—口碑传播 .......................................................................... 24 3.3.2 互联网口碑传播的特点 ...................................................................... 24 3.3.3 投资群体—关系营销 .......................................................................... 25 3.4 本章小结.......................................................................................................... 25 第四章 商业模式.......................................................................................................... 26 4.1 价值主张.......................................................................................................... 26 4.2 目标客户.......................................................................................................... 26 4.3 渠道通路.......................................................................................................... 26 4.3.1 向投资者传达平台主张并建立联系 .................................................. 27 4.3.2 建立拍摄资源库 .................................................................................. 27 4.3.3 上映渠道研究 ...................................................................................... 28 4.4 客户关系.......................................................................................................... 29 4.4.1 投资方客户关系 .................................................................................. 29 4.4.2 拍摄制作方客户关系 .......................................................................... 29 4.4.3 视频网站客户关系 .............................................................................. 29 4.5 核心资源.......................................................................................................... 30 4.6 收入来源.......................................................................................................... 30 4.7 关键业务.......................................................................................................... 31 4.8 重要伙伴.......................................................................................................... 31 4.9 成本结构.......................................................................................................... 31 第五章 项目运营.......................................................................................................... 33 5.1 运营模式 .......................................................................................................... 33 5.2 剧本与人才筛选机制的构建.......................................................................... 33 5.2.1 剧本筛选机制 ....................................................................................... 33 5.2.2 导演筛选机制 ....................................................................................... 34 5.2.3 制片筛选机制 ...................................................................................... 34目录 VII 5.2.4 投资人筛选 ........................................................................................... 35 5.3 平台角色界定.................................................................................................. 35 5.4 项目运营团队组织架构.................................................................................. 36 5.5 核心部门的工作职责...................................................................................... 36 5.6 项目设计.......................................................................................................... 36 5.7 人才梯队搭建.................................................................................................. 37 5.7.1 创意精英 .............................................................................................. 37 5.7.2 人才梯队构成 ...................................................................................... 38 5.7.3 人才梯队建设的意义 .......................................................................... 38 5.8 运营改善.......................................................................................................... 39 5.8.1.1 年收入 ............................................................................................... 40 5.8.2 年投资额 .............................................................................................. 40 5.9 本章小结.......................................................................................................... 41 第六章 实施步骤与财务预测...................................................................................... 42 6.1 打造旗舰作品.................................................................................................. 42 6.1.1 剧本筛选 ............................................................................................... 42 6.1.2 分镜头设计 .......................................................................................... 42 6.1.3 剧组搭建与前期筹备 .......................................................................... 43 6.1.4 制定拍摄计划 ...................................................................................... 43 6.1.5 后期制作 .............................................................................................. 43 6.1.6 运营假设 .............................................................................................. 43 6.2 财务预测.......................................................................................................... 44 6.3 融资计划.......................................................................................................... 44 6.3.1 第一阶段运营费用情况预计 .............................................................. 45 6.3.2 第一阶段收支情况预计 ...................................................................... 45 6.3.3 第一阶段现金流预测 .......................................................................... 46 6.3.4 第一阶段利润预测 .............................................................................. 46 6.4 旗舰作品展示.................................................................................................. 47 6.5 本章小结.......................................................................................................... 49 第七章 风险预测与应对措施...................................................................................... 50 7.1 平台运营风险点分析...................................................................................... 50 7.1.1 政策风险 .............................................................................................. 50 7.1.2 竞争风险 .............................................................................................. 50目录 VIII 7.1.3 财务风险 .............................................................................................. 51 7.1.4 知识产权保护风险 .............................................................................. 51 7.1.5 电影项目操作风险 .............................................................................. 52 7.2 应对措施.......................................................................................................... 52 7.2.1 政策风险应对措施 .............................................................................. 52 7.2.2 竞争风险应对措施 .............................................................................. 52 7.2.3 财务风险应对措施 .............................................................................. 52 7.2.4 知识产权保护风险应对措施 .............................................................. 53 7.2.5 电影项目操作风险应对措施 .............................................................. 53 7.3 电影项目运营风险.......................................................................................... 53 7.3.1 人的风险 .............................................................................................. 54 7.3.2 题材的风险 .......................................................................................... 54 7.3.3 拍摄风险 .............................................................................................. 55 7.4 未知的不可知事件.......................................................................................... 55 7.5 本章小结.......................................................................................................... 55 第八章 结论与展望...................................................................................................... 56 8.1 项目结论.......................................................................................................... 56 8.2 项目展望.......................................................................................................... 56 致谢.............................................................................................................................. 58