managementranepaУправленческое консультированиеAdministrative Consulting1726-11391816-8590Russian Presidential Academy of National Economy and Public Administration. North-West Institute of Management.10.22394/1726-1139-2022-6-116-126managementranepa-2003Research ArticleВЛАСТЬ И ЭКОНОМИКАPOWER AND ECONOMICSСтратегическая ориентированность развития киноорганизации в цифровую эпохуStrategic Orientation of Film Organization Development in the Digital AgeКолобоваЕ. Ю.KolobovaE. Yu.

Евгения Юрьевна Колобова, доцент кафедры, кандидат экономических наук, доцент

кафедра медиакоммуникационных технологий

Санкт-Петербург

Evgenia Yu. Kolobova, Associate Professor, PhD in Economics

Chair of Media Communication Technologies

Saint Petersburg

jenechos@list.ruСанкт-Петербургский государственный институт кино и телевиденияSaint Petersburg State Institute of Film and Television20220908202206116126Copyright © Колобова Е.Ю., 20222022Колобова Е.Ю.Kolobova E.Y.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.acjournal.ru/jour/article/view/2003

   Развитие киноиндустрии неразрывно связано с технологическими изменениями. Так, для цифрового общества уже характерны различные достижения в области производства интерактивных фильмов на основе виртуальной реальности, частое использование смартфонов в качестве фотоаппаратов, появление полностью цифровых съемочных площадок.Современная цифровая реальность повлияла на деятельность киноорганизаций, изменяя основную цепочку создания стоимости кинопродукта за счет появления новых цифровых платформ в процессе распространения и создания кинопродукции, что создало необходимость совершенствования стратегии развития кинобизнеса. В статье проведена связь между стратегическим управлением и стратегической ориентацией на основе исследований российских и зарубежных ученых в области экономики. В работе предложены компоненты процесса стратегической ориентации в кинобизнесе на базе цепочки создания стоимости, поскольку связи между отдельными этапами влияют на конкурентное преимущество кинокомпании. Представленная стратегическая ориентация киноорганизации состоит из существующей бизнес-модели развития бизнеса, миссии, ценностей каждого кинопроекта, целей, SWOT-анализа, различных уровней стратегий и обратной связи, присутствующей на всех этапах разработки и реализации стратегии.

   The development of the film industry is inextricably linked with technological changes. Thus, the digital society is already characterized by various achievements in the production of interactive films based on virtual reality, the frequent use of smartphones as cameras, the emergence of fully digital film sets. Modern digital reality has influenced the activities of film organizations, changing the main value chain of film products due to the emergence of new digital platforms in the process of distribution and creation of film products, which created the need to improve the development strategy of the film business. The article draws a connection between strategic management and strategic orientation based on the research of Russian and foreign scientists in the field of economics. The paper proposes the components of the process of strategic orientation in the film business based on the creation of a value chain, since the links between the individual stages affect the competitive advantage of a film company. The presented strategic orientation of the film organization consists of the existing business model of business development, mission, values of each film project, goals, SWOT analysis, various levels of strategies and feedback present at all stages of strategy development and implementation.

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The authors declare that there are no conflicts of interest present.