中国电影业的广义虚拟价值研究——基于观众的票房收入视角  

Generalized Virtual Value Research on Chinese Film Industry——Based on the View of Audiences' Box Office

作　　者：于蕾 孙曰瑶[1] YU Lei;SUN Yue-vao(School of Economics,Shandong University,Jinan 250100,China)

机构地区：[1]山东大学经济学院,济南250100

出　　处：《广义虚拟经济研究》2018年第3期74-82,共9页Research on the Generalized Virtual Economy

基　　金：广义虚拟经济专项资助项目[项目编号:GX2012-1004(Y)]

摘　　要：广义虚拟经济的二元价值容介态特征将产品区分为物质态和信息态,信息态所蕴含的虚拟价值主要用于满足人的心理需求和精神需求,它不仅是广义虚拟经济的价值核心,也是新时代社会财富的不竭之源。电影正是这样一种符合广义虚拟经济特征的产品。伴随着我国文化产业的大发展大繁荣,中国电影业也取得了可观的票房收入,但由于电影产品虚拟价值的非边际化特征而引发的"信心逃逸或膨胀"造成了频繁的票房异常现象,因此,对广义虚拟经济的虚拟价值进行准确量化就显得格外重要。鉴于目前广义虚拟经济的研究缺少切实可行的价值量化方法,本文拟以电影产品为例运用因素分析法和品牌信用度模型进行测算。The dualistic value accommodated-medium state characteristic of generalized virtual economy divide the products into substance state and information state.The virtual value in the information state is mainly used for satisfying people’s psychological and spiritual needs.It is not only the value core of generalized virtual economy,but also the endless source of social wealth in the new era.The film is just a product which accords with the characteristic of generalized virtual economy.With the great development of China’s cultural industry,China’s film industry has made substantial film revenue.The"confidence escape or expansion"caused by the non marginalization of virtual value of film products leads to abnormal box office.So the accurate quantization of generalized virtual economy’s virtual value is especially important.In view of the present station,the research of the generalized virtual economy lacks the feasible value quantification method,this paper intends to use factor analysis approach and brand credit model to measure the film products.

关 键 词：广义虚拟经济 虚拟价值 品牌信用度 中国电影业 观众 

分 类 号：G229[文化科学]