商业研究

商业研究

• 产业经济 • 上一篇    下一篇

中国电影行业“偷票房”效应及监管对策

吴昌南   

  1. （江西财经大学 规制与竞争研究中心， 南昌 330013）
  • 收稿日期:2017-06-03 出版日期:2017-12-20
  • 作者简介:吴昌南（1970-），男，江西永丰人，江西财经大学规制与竞争研究中心教授，经济学博士，研究方向：产业组织与技术创新。
  • 基金资助:
    国家自然科学基金项目“中国售后市场反垄断研究”，项目编号：71663020。

“Stealing Box Office” Effect and Regulation Countermeasures of China′s Film Industry

WU Chang-nan   

  1. (Center for Research on Regulation and Competition, Jiangxi University of Finance and Economics, Nanchang 330013, China)
  • Received:2017-06-03 Online:2017-12-20

摘要： 当前中国电影产业链纵向分离结构下，低质量的电影在电影制作、发行商与放映商的票房收入分账制博弈中更具有优势，导致偷票房现象。该问题会使电影边际质量收益与边际质量成本偏离利润最大化条件，从而整个电影市场产品质量恶化，劣质电影驱逐优质电影，最终电影行业出现柠檬效应。因此，需要重构电影产业纵向结构，重塑纵向控制方式、提升技术监督手段，构建监管偷票房市场化机制。

关键词: 电影行业, 偷票房, 柠檬效应, 监管对策

Abstract: Nowadays, under the condition of vertical separate structure of Chinese film industry, low quality films have more advantages in the game of film making, publishers, and exhibitors in the box office income division game, resulting in the phenomenon of stealing box office. This problem will make the marginal quality profit and the marginal quality cost deviate from the profit maximization condition, so that the quality of the movie market will deteriorate and the inferior movies will drive out the premium movies. Finally, the lemon effect will appear in the movie industry. Therefore, it is necessary to reconstruct the vertical structure of the film industry, reshape longitudinal control mode, improve technical supervision means, and build the market mechanism of regulating stealing box office.

Key words: film industry, stealing box office, lemon effect, supervision countermeasures