电视剧播后分项价值及综合价值评价模型构建研究  

Study on the Construction of the Evaluation Model of Subentry Value and Comprehensive Value of the Post-broadcast TV Series

作　　者：宋培义[1] 张晶晶[1] 孙江华[1] SONG Peiyi;ZHANG Jingjing;SUN Jianghua

机构地区：[1]中国传媒大学

出　　处：《传媒经济与管理研究》2022年第3期258-276,共19页Media Economics and Management Research

基　　金：国家广电总局社科项目“电视剧行业治理体系与治理能力建设研究”(GDT2009);中国传媒大学校级高精尖项目“大数据背景下的影视评价研究”(CUC18A0152)。

摘　　要：电视剧的播后价值是指电视剧首轮播出后的价值评价。本文在电视剧属性研究的基础上,结合受众对电视剧主观性认知的市场反馈数据,对电视剧的播后价值进行了解构,认为播后价值可分为人气价值、口碑价值、商业价值和收视价值四个分项。为了分析和评价电视剧播后价值,本文结合文献研究及两轮行业专家问卷调研,制定了播后价值评价指标体系。基于2016年1月至2022年8月的465个电视剧样本数据,运用因子分析和回归分析等统计方法构建了电视剧播后分项价值及综合价值的评价模型。不同的评价主体可根据需求,选择性使用分项价值评价模型对其关注的价值分项进行评价,也可基于分项价值对电视剧播后价值进行综合性评价,能够为不同利益主体提供决策依据。Post-broadcast value refers to the evaluation of TV series after their first broadcast.In this paper,the post-broadcast value of TV series is deconstructed by analyzing TV series characteristics and market feedback data regarding audience subjective perceptions.It is believed that the post-broadcast value can be divided into four subentry values:popularity value,word-of-mouth value,commercial value,and ratings value.To analyze and assess the post-broadcast value of TV series,this paper combines literature research with two rounds of questionnaire survey of experts in the industry to develop an evaluation index system for post-broadcast value.An evaluation model of subentry value and the comprehensive value of the post-broadcast TV series was constructed using statistical methods such as factor analysis and regression analysis based a sample of 465 TV series from January 2016 to August 2022.This model allows different evaluation subjects to selectively use the subentry value evaluation model to evaluate a certain value according to their needs,or to comprehensively evaluate the post-broadcast value of TV series based on the subentry value,which can provide decision making in different interest fields.

关 键 词：电视剧 播后价值 评价模型 分项价值 

分 类 号：J90[艺术—电影电视艺术]