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影视衍生品置身于后银屏市场却日渐对以票房和收视率为核心的影视产业传统营收方式形成经济效益和社会影响力上的超越。从一开始的替国外知名品牌做生产代工，到国际授权的正版化、本土化运营，再到当下的自主创新、国潮出海，影视衍生品产业初创至今近二十年，正步入建立规则、树立品牌的成长期。本报告通过厘清中国影视衍生品的定义及分类，依循上游授权、中游生产、下游销售的影视衍生品产业链结构，总结中国影视衍生品的市场环境和授权模式，结合2020年中国影视衍生品的典型案例，以期为中国影视衍生品产业的持续发展提供借鉴和启发。
<<Film and television derivatives are considered part of the post-theatre market，but they are gradually surpassing the traditional profit model of the film and television industry，which is centered on box office and ratings，in terms of economic benefits and social influence. China’s film and television derivatives industry has been established for nearly two decades，and now it has been entering a period of establishing rules and branding. This report includes the following contents：the definition and classification of China’s film and television derivatives，the structure of China’s film and television derivatives industry chain，the licensing model of China’s film and television derivatives，and case study of China’s film and television derivatives in 2020.
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