本文的主要内容是电视节目版权贸易的问题分析和对策研究,主要涉及我国
的电视节目中的电视剧节目和娱乐节目两大类。基于我国电视版权贸易的现状,
结合新闻学、经济学等理论分析其中的问题,结合价值链方面的专业知识分析电
视节目产业在我国发展的不足,基于全球产业价值链方面的内容分析我国涉外电
视版权贸易方面的问题。最后基于上述问题,分析其原因对症下药,提出对策和
措施。
我国电视剧版权贸易存在诸多问题,例如电视剧质量整体不高、进口大于出
口的问题;娱乐节目创意不足、宣传不到位。分析其原因主要是自身文化的继承、
发掘与发扬不足,与国外文化内容契合不足导致文化折扣较大,缺乏完善的投融
资体制和相关专业人才,规模经济效应不足、国际市场营销能力欠缺等。从产业
价值链角度来看主要是我国的电视节目产品价值链不完善,同时又处于国际价值
链的低端。
因为电视节目版权贸易有着重要的经济、政治、文化功能,是国际文化竞争、
国际文化贸易、文化产业发展的需要,我国必须针对自身特点开拓、优化电视节
目相关产业,提高我国电视节目的国际市场认可度和占有率。提高我国电视节目
自身水平,我们可以充分利用政策优势和以及我国文化资源的丰厚基础;整合资
源,发展“云制造”;加强电视节目版权保护力度;完善运作机制和人才培养机
制;提高组织和制作技术。针对幵拓国际市场,需要做好市场调研和配音工作,
培养适应国际竞争的复合人才,拓宽发行渠道。
关键词:电视节目;版权贸易;价值链;逆差;对策
ABSTRACT
With the development of media technology and international trade, trade of TV
copyright receives attention of many countries, especially its international trade.
Although China has a long history, rich cultural resources, vast television program
service market, China&39;s television program development level is riot high. Template
trade in television programs is great, but often at a disadvantage when dealing with
foreign and imports are far less than the exports, which has a great impact on China&39;s
political,economic and cultural.
This paper mainly focuses on the problem analysis and countermeasures of the
television program copyright trade, the study of television programs are teleplay
drama and TV entertainment. Based on the status quo of China&39;s TV copyright trade,
combined with the theory of journalism, economics analysis of the problem, this
paper analyses the lack of development of television programs industry in China
combined with the expertise of the value chain. Based on the contents of the global
value chain, this paper analyses of the foreign TV the copyright trade issues. Based on
the analysis of the reasons of above problems, this paper comes up with strategies and
measures.
While TV copyright trade in our country has many problems, TV series is not of
high quality as a whole,imports are more than exports. Entertainment shows are lack
of creation, publicity is not in place. The main reasons are the shortage of inherit and
exploration of conditional culture, the big cultural discount owing to the insufficient
of the conjunction with foreign culture, the lack of sound investment and financing
system and related professionals, the insufficient of economies of scale, and the
shortage of international marketing skills, and so on. From the perspective of
Industrial Value Chain, it mainly because of the defection of industrial value chain of
our TV program,and it is always in the terminal of the international value chain.
Because trade of TV copyright has important economic,political and cultural
functions, and it is necessary for international cultural competition,cultural industry
development and international trade,we must optimize related industries of TV
program according to the characteristics to increase international recognition and
market share on our TV program. To raise the level of TV program in our country, we
can make full use of the advantage of our policy and rich cultural resources,integrate
the resources to develop the Cloud Manufacturing, strengthen the TV copyright
protection,improve the operating mechanism and talent training mechanism,and
improve the organization and production technology. To explore the international
market, we need to do a good job of market research and dubbing,improve the
training of compound talents that adapt to the international competition, and widen the
channels of distribution and so on.
Key words: TV program; Copyright trade; Industrial value chain; Trade deficit;
Countermeasure
第1章绪论
1.1研究背景
在过去的30年当中,世界经济的总体趋向是朝着贸易自由化和市场开放化
的方向发展,经济全球化和一体化的进程被证明是全球经济发展的必然。作为联
系各国经济的重要形式,国际贸易的发展也呈现出一片繁荣。在1950年至1998
年之间,世界出口从全球GDP的8%增加到27%。伴随着国际贸易的迅猛发展,
一系列综合性的多边和双边贸易协定相继出现,为消除商品、服务和投资等关税
和非关税壁金奠定了基础。1994年结束的乌拉圭回合谈判开启了全球经济的新
时期。最近几年,电信和新技术的发展大大降低了贸易成本。国际贸易的发展由
此步入了新阶段。
对于这种新型的生产、流通和消费形式来说,文化商品和服务也不例外。文
化市场变得越来越全球化。从1980年到1998年,文化产品的国际贸易增加了 5
倍。随着信息时代和知识社会的到来,文化产业的增长呈现出越来越强劲的势头,
在有些国家文化产业己经成为支柱产业之一。而随着文化产业的迅速发展,文化
产业贸易也在世界贸易中占据越来越重要的份额和地位。
在形式多样的文化产业贸易中,版权贸易正成为国际文化贸易中强有力的支
柱之一。版权产业在发达国家GDP中所占比率约为3%—8%。2002年,美国版
权产业产值约为7912亿美元,占GDP的7. 75%从联合国贸易和发展会议数
据库提供的资料看,2004年,世界主要国家的版权和许可证使用交易额高达1012.
94亿美元。目前,版权贸易主要包含图书版权、影视版权两大领域。
电视节目版权贸易作为一种新兴的贸易形式,已经开始引起各国越来越多的
文化传媒集团、单位的广泛关注,也有越来越多的学者对这一贸易形式的发展历
程、发展现状进行研宄。
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