摘要
“十二五”期间，国家提出文化产业年平均增加值要高于 20%。到 2015 年，文化
产业成国民经济支柱、比 2010 年至少翻一番。电影产业隶属文化产业的核心，我国
电影产业产值约占 GDP 比重为 0.032%，美国电影产值占其 GDP 比重 1%，是我国的
31 倍。在我国，90%以上电影产业的收入来自票房、版权和广告。好莱坞在这方面的
业务收入占行业产值的 30%，其它 70%的收入来自电影衍生品。电影衍生品在我国
正萌芽发展，衍生品开发只处于电影产业的最末端，通常只是电影人在电影摄制完成
之后印上影片 logo 的 T 恤和玩具，这远没有达到其应有规范和市场规模，目前在这
一领域也尚未有系统的理论。而电影衍生品的开发，是国产电影制片的利益增长点。

本文的研究基于国内外电影人在实践中、从不同角度对衍生品开发的探索，结合
经济管理学中全方位营销、价值链模型和商品定价等与之相关的理论。论文以《喜羊
羊与灰太狼》电影衍生品开发为例，从好莱坞电影衍生品商务开发形态、行业流程规
范以和销售模式中汲取经验，设计出了符合我国国情的电影衍生品产业链模型。本文
在定义电影衍生品的同时，总结出了目前我国电影衍生品发展薄弱五个层面的原因，
并提出了解决方案：○1 法律法规层面○2 市场层面○3 人才层面○4 电影题材○5 资本层面。

与此同时，本文对电影衍生品的品类也做了提炼归纳，形成以下九个方面：○1 音像制
品○2 印刷出版物○3 定制产品○4 角色形象衍生品○5 道具衍生品○6 建筑衍生品○7 贴标和
授权衍生品，服装、饰品等○8 游戏衍生品○9 其他商业或合作项目，如音乐会、改编权
等。本文所提的国产电影衍生品产业链模型分两种：由制片商主导的和由品牌商主导
的电影衍生品产业链模型。在产业链模型提出后，文章在最后对消费者的行为心理、
衍生品定价、销售渠道、宣传等做了出相应的分析和研究。

电影票房将只是电影产业的火车头、拉动整个产业的发展，而电影衍生品的开发
则成为电影产业新的利益增长点。即使电影下线，衍生品依然会延续电影的品牌影响
力、为产业增加源源不断的收益，这对现实的生产实践具有重要的指导意义。

关键词：喜羊羊与灰太狼 好莱坞 衍生品 电影产业 价值链 文化产业 国家软实力
Abstract
According to the Twelfth Five-Year Guideline, annual growth of culture industry
should be higher than 20%. By the end of 2015, cultural industry shall be the backbone of
national economic, and twice the output of 2010. Movie industry belongs to the core part
of cultural industry, but film industry output values 0.032% of GDP, American films value
accounts for 1% of its GDP, which is 31 times of China’s. In China, 90% income of film
industry derives from box office, copyright, and advertising. Hollywood gains about 30%
of them, with 70% from film merchandises. Merchandise in China is just emerging, most
producers print the logo or images on T-shirts and toys, which are not exactly professional.
My study is based on merchandise practices in and out of China. There is little
systematic theory in merchandise, but there are related theories from economic
management field, such as: comprehensive marketing, value chain and pricing etc.
Paper takes Pleasant Goat and Big Big Wolf as example, with Hollywood
merchandising business model, process and promotion. After merchandise definition, I
analyzed five aspects of the reasons for the weakness: ○1 laws and regulations ○2 market
aspect ○3 manpower aspect ○4 movie themes ○5 capital aspect. And I defined 9 categories
of merchandise: ○1 audio and video ○2 publications ○3 customized products ○4 image
products ○5 prop products ○6 building products ○7 labeling and authorization ○8 game ○9
other commercial projects, such as fair etc. There are 2 ways of merchandise industry chain:
○1 developed by producers; ○2 developed by branding people.
Box office is the locomotive of film industry, and merchandise brings huge profit
interest for film industry. Even when the film is off-show, merchandise will last film spirit
and brand, making money continuously. My research is meaningful to the practical work.
Keywords: Pleasant Goat and Big Big Wolf, Hollywood, Merchandise, Film industry,
Value chain, Culture industry, Soft power