【作者】 董玉玲；

【导师】 甘险峰；

【作者基本信息】 山东大学 ， 新闻学， 2013， 硕士

【摘要】 随着传媒技术和国际贸易的发展,电视版权贸易特别是其国际贸易受到各国的重视。我国虽然历史悠久、文化资源丰富、电视节目市场广阔,但是我国的电视节目发展水平不高,电视节目模板贸易量虽大但与外国交易时往往处于弱势,同时出口量远远少于进口量,对我国的政治、经济、文化冲击较大。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。针对开拓国际市场,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。更多还原

【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’s television program development level is not 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’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’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.更多还原