《岭南屋语》是一部拍摄中的大型的人文化纪录片，共 8 集，每集 45 分钟，采用 全高清制作，普语、粤语、英语三版本同时制作，是广东电视台 2013 年度重点打造的 纪录片。 《岭南屋语》即岭南建筑所承载的语言、文化，以及围绕岭南建筑物所述说的故事、 人文等。 《岭南屋语》的节目制作形式，打破传统独立叙事的手法，采用相同类别、相同主 题，横向对比叙事，以人文、故事为载体，横向跨地区、跨民系、跨时空，跳跃性对比 的叙事方法，来表现岭南建筑的文化承载。通过本纪录片全面系统地整理、展现美丽的 岭南建筑，丰富多彩的岭南人文。 本文首先论述了该商业计划产生的背景和意义，然后运用战略管理的理论对《岭南 屋语》项目内、外部环境进行分析，认为该纪录片具有良好的收视市场和社会影响力； 在对“文化珠江”团队的竞争优势和《岭南屋语》纪录片的制作形式、叙事手法进行分 析后，运用市场营销的理论进行市场细分，确定目标市场以及受众定位；然后制定营销 计划，分析《岭南屋语》销组合策略；之后运用财务管理的知识进行投资分析，对项目 财务决策指标进行评价；最后运用风险管理的相关理论对项目可能遇到的风险进行分析 并提出相应的风险对策以及风险规避方法。 通过本文研究表明，广东电视台的《岭南屋语》项目，节目可视性强，故事生动感 人，有良好的收视市场前景，具有明显的竞争优势；《岭南屋语》将是一部策划精巧， 制作精良，社会影响力好的纪录片；《岭南屋语》总投入 500 万元，节目制作完成后， 假设广东电视台单个播出平台三年内每年播出二次计算，预期三年内可为广东电视台节 省购片费 259.72 万元，为播出频道新增广告收入 1222.32 万元，可见《岭南屋语》项目 是广东电视台一项优秀的项目。 本商业计划书为《岭南屋语》制作团队的节目策划、宣传营销、资金管理、风险管 理提供一定参考，也为投资商、广告投放商提供评定依据。 关键词，岭南屋语；纪录片市场分析；营销策略；商业计划书II Abstract The Tales of Lingnan Buildings is a cultural documentary under shooting. It consists of eight episodes with 45 minutes for each. Featuring HD technology with Mandarine, Cantonese and English versions, it is Guangdong TV’s key documentary in 2013. The Tales of Lingnan Buildings is a documentary on the language and culture embodied in Lingnan buildings, as well as their stories and history. The way that The Tales of Lingnan Buildings is made is different from the traditional way of narration. Its narration features contrast of similar culture and stories across regions, nationalities, time and space to illustrate the cultural heritage in Lingnan buildings. The documentary provides a general and systematic view of the beauty of Lingnan buildings and the richness of Lingnan culture. This paper studies the background and meaning of the business plan, then analyzes the internal and external environment of the program, The Tales of Lingnan Buildings, with strategic management theories, and indicates a potential audience market and social influences. After analysis on the competitiveness of the Cultural Pearl River Team and the methods of shooting and narration, it conducts market segmentation with marketing theories to determine its target market and audience. A marketing plan is then formulated in the paper to analyze the marketing portfolio of The Tales of Lingnan Buildings, followed by an investment analysis with financial theories to evaluate indexes for financial decision-making of the program. Finally, it conducts an analysis of potential risks with risk management theories and proposes solutions and methods of risk aversion accordingly. The study in this paper indicates that Guangdong TV’s The Tales of Lingnan Buildings program possesses a great audience market prospect and an obvious competitive edge with its value for appreciation and touching stories. It will be a fine-planed, excellent-made documentary with great social influences. With an investment of five million RMB, it is estimated that it will save Guangdong TV program purchasing cost of 2.5972 million RMB in the following three years and increase advertisement revenue by 12.2232 million RMB, if it is broadcast twice a year within three years on Guangdong TV after its shooting is completed. It is fair to say that The Tales of Lingnan Buildings is an excellent program made by Guangdong TV.III Key words: The Tales of Lingnan Buildings; market analysis of documentaries; marketing strategies; business plans This business plan serves as a reference for planning, promotion, marketing, capital management, and risk management for the shooting team. It also provides an evaluation reference for investors and advertisement customers.IV 目 录 摘要.........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪论............................................................................................................................1 1.1 项目概要 .......................................................................................................................... 1 1.2 项目发展背景 .................................................................................................................. 1 1.2.1 文化软实力作用........................................................................................................ 1 1.2.2 国内纪录片市场春暖花开........................................................................................ 3 1.2.3 海外华侨对“岭南文化”的眷恋............................................................................ 3 第二章 项目发展环境分析....................................................................................................5 2.1 国内纪录片市场分析 ...................................................................................................... 5 2.1.1 电影纪录片市场分析................................................................................................ 5 2.1.2 电视纪录片市场分析................................................................................................ 5 2.2 广东纪录片市场分析 ...................................................................................................... 6 2.2.1 广东电视纪录片市场分析........................................................................................ 6 2.2.2 广州国际纪录片大会对广东电视纪录片影响........................................................ 6 2.3 社会环境分析 .................................................................................................................. 7 2.4 项目受众分析 .................................................................................................................. 7 2.4.1 国内受众分析............................................................................................................ 7 2.4.2 海外受众分析............................................................................................................ 8 2.5 项目市场竞争分析 .......................................................................................................... 8 2.6 本章小结 .......................................................................................................................... 9 第三章 项目发展条件分析..................................................................................................10 3.1 项目投资方概况 ............................................................................................................ 10 3.2 项目制作团队情况 ........................................................................................................ 11 3.2.1 团队简介.................................................................................................................. 11 3.2.2 团队业绩................................................................................................................. 12 3.2.3 团队人员素质......................................................................................................... 12V 3.3 项目的 SWOT 分析 ...............