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摘要：院线作为电影产业中的重要一环，对于我国电影产业今后的发展起着至关重要的作用。我国从2002年实行院线制至今已有12年，国内电影票房由2002年的9.5亿元增长到2013年的217.73亿。上海目前共有电影院线4条，影院200多家，2012年上海电影票房收入为13.48亿元，在全国各省市票房收入中排名第五；2013年上海电影票房收入为15.79亿元，在全国各省市票房收入中排名仍为第五名。其中万达院线从2005年进驻上海，目前有4家影院，在近几年的发展中取得了骄人的成绩：2012年万达院线在上海的票房收入为14208.69万元，2013年万达院线在上海的票房收入为16767.88万元，尤其是五角场万达影城在全国票房总收入中排名第751。但从另一方面看，上海万达电影院线也存在着一些问题，如选址较偏僻，影城数量较少，电影票价格居高不下，观众满意度和院线的知名度较低等问题。笔者认为主要原因是观众对院线的概念还没有一个清晰的认识和理解；消费者的收入不高，不能够承受较高的票价；万达院线的宣传力度还不够，同时与晚上电影院线进驻上海较晚也有一定关系。因此，上海万达影城需要完善服务设施；适当增加万达影城的数量，合理布局；采取恰当的价格策略；注重万达影城的宣传的同时，万达影城需要注重知识产权的保护，只有这样，上海万达影城才能赢得观众的喜爱。24193
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毕业论文关键词：电影院线；上海；万达院线；现状；问题
Current situation of Shanghai Wanda cinema line
Abstract：As an important link in the film industry, cinema plays a vital role in the development of Chinese film industry in future. It was 12 years, since China's implementation of the cinema system established in 2002, and the domestic movie box office has increased from 95 million in 2002 to 2.177billion RMB in 2013. It has 4 theater cinema line in total and more than 200 in Shanghai; the Shanghai movie box office income is 1348 million RMB, ranking fifth of movie box office income of China in 2012 and 1579 million RMB, ranking fifth. of movie box office income of China in 2013. The Wanda cinema has 4 theaters now in Shanghai and has made remarkable achievements in recent years., Wanda cinema box office revenue in Shanghai is 142.087million RMB in 2012 and 167.679 million RMB in 2013 especially Wanda Studios of Wujiaochang which is ranked sixth in the national total box office income. However, on the other hand, Shanghai Wanda cinemas also exist some problems, such as the site more remote, less the number of studios, movie ticket prices, less well-known cinema audience satisfaction and other issues. The author thinks the main reason are the concept of cinema audiences do not have a clear knowledge and understanding, consumer's income is so small that they can’t afford higher fares, propaganda Wanda Cinema is not enough, and there is a certain relationship with Wanda coming in shanghai a little late. Therefore, Shanghai Wanda Cinema need to improve services and facilities; appropriate to increase the number of Wanda Studios and rational distribution; take appropriate pricing strategies; Wanda Cinema need to focus on protection of intellectual property. All are ways of Shanghai Wanda Cinema to win the audience..
Key Words: The cinema line; Shanghai; Wanda cinema line; Current Situation; Problems
目录
绪论1
（一）研究的背景、目的与意义1
（二）研究方法1
（三）论文结构概述2
一、电影院线的发展状况及趋势3
（一）我国电影院线发展现状及趋势3
（二）上海电影院线的现状6
二、上海万达电影院线的现状7
（一）上海万达电影院线的发展历程和市场现状7
（二）上海万达电影院线的经营情况8
三、上海万达电影院线存在的问题12
（一）上海万达影城选址较偏僻12