THE STUDY OF DIGITAL CONEMA’S PROFIT MODEL IN CHINA’S RURAL AREA
ABSTRACT：Digital Cinema in China's rural areas is one of Show link. In the show end, China's digital movie market can be divided into three levels: The first level is the commercial theater, The second level is the small digital cinema in the small city ,The third level is that the mobile units in rural areas and communities. semi-rural semi-public goods is one of the Digital cinema market in china’s rural market characteristics,and and it runs on the free mode that relis on administrative fees and planned distribution of the film for free screenings in rural areas. Central and local dual economic structure,The low end of the rural market and confusion,Rural audiences and low spending power of non-rational,these characteristics belong to the digital cinema in china's rural area,so they should run on The road of modern industry. Digital cinema in china's rural area should base more on themselves and less on Government subsidies, and run on modern cinema system; and fight more on advertising and sponsorship ,less on Farmers voluntarily paid; and go by digital cinema systems , Projectionist as the main agent,in rural areas
Key words：Digital cinema ；profitability ；the rural
目录
绪论 1
一、农村数字电影二元制经济结构的现状 1
(一) 农村数字电影的二元结构 1
(二) 农村数字电影盈利的关键 1
1.防止盗版的监管措施 2
2.防止非法放映的监管措施 2
3.获得准确发行放映数据的监管措施 2
二、农村数字电影市场和受众分析 2
（一）低端而单调的农村数字电影市场 2
（二）农村数字电影受众---非理性的团体消费者 3
1.团体性的消费群体 4
2.收入水平不高的消费群体 4
3.消费理念、价值观、风俗习惯呈现出地域上趋同的群体 4
4.文化娱乐生活比较贫乏的群体 4
三、农村数字电影的“周口模式”和“陕西模式” 4
（一）以人为本、用现代院线机制经营的周口模式 4
1．吸引民营资本，让民营资金和国家财政资金在周口实现完美联姻 5
2．用现代“电影院线制”来管理农村数字电影事业 5
3．市场导向的现代经营机制 5
（二）机制更为灵活现代的陕西模式分析 5
1．拓展了市场经营主体 5
2．培训在岗人员，采取年度淘汰制 6
3．后勤保障和服务的现代化，网络化 6
4．建立省，市，县三级数字电影补偿机制 6
5．双路并进的盈利机制 6
6．制度创新伴随着服务的规范化层层推进 6
四、农村数字电影的盈利模式分析和选择 6
（一）电影的火车头理论 6
（二）窗口理论 6
（三）农村流动数字电影放映周边经济 7
1.招标统一的冠名商 7
2.贴片广告 7
3.采取农民自愿交纳的半免费模式 7
4.放映员经纪制 7
总结 8
致谢 9
参考文献 10
