Abstract: The wave of creative industry brings opportunities and challenges for Shandong film and television industry, which has broad prospects for development brought by the supporting policies, system reform and content innovation. It is also faced with the challenges from themselves and also from the domestic and overseas counterparts. Only through continuous innovation in the concept, system and content, can Shandong film and television industry remain invincible in the competition. As the core factor, Lu Drama should realize the constant innovation and greatleapforward development; as the financial security, the investment and financing channels need to be expanded, and the system needs to be perfected; as the focus in the future, the postfilm industry has a more urgent need to reference and innovation.

Key words: creative industry, Shandong film and television industry, development, countermeasure

摘要： 文化创意产业浪潮为山东影视业带来机遇与挑战。山东影视业既享有政策扶持以及体制改革、内容创新所带来的广大发展前景，也面临来自自身及国内外同行的挑战。只有在理念、体制、内容等方面不断创新，山东影视业才能在竞争中立于不败之地：作为核心要素的鲁剧创作要实现不断创新与跨越式发展；作为资金保障的投融资渠道需拓展，体制需完善；作为未来发展重点的后影视产业开发更亟需借鉴与创新。

关键词: 文化创意产业, 山东影视业, 发展, 对策研究