2026年03月03日 证券研究报告 | 传媒行业人工智能系列 从A I P a n i c到A I H A L O，如何看传媒互联网的投资范式转换 行业研究 · 行业快评 传媒 · 传媒 投资评级：优于大市（维持评级） 证券分析师：张衡 证券分析师：陈瑶蓉 021-60875160 021-61761058 zhangheng2@guosen.com.cn chenyaorong@guosen.com.cn S0980517060002 S0980523100001 请务必阅读正文之后的免责声明及其项下所有内容 何谓 AI HALO ➢HALO：Heavy Assets, Low Obsolescence（重资产、低淘汰/低过时性）； ➢随着 AI 模型（如最近的 Anthropic 插件、OpenClaw以及大模型迭代）开始展现出"吞噬"软件和中介服务的能力，市场开始重新寻找那些"AI 无法通过代码复制"的护城 图：Anthropic 图：OpenClaw 资料来源：Anthropic，国信证券经济研究所整理 ✓ 2026 年 2 月初至今由于 AI 工具对软件行业的冲击超预期，全球软件股遭遇了一次重创（ ...

Investment Rating - The report assigns a neutral investment rating to the media and internet industry, indicating a relative performance range of -10% to +10% compared to the benchmark index [35]. Core Insights - The media index experienced a decline of 5.1% from February 24 to February 27, underperforming the Shanghai Composite Index by 7.1%. The total transaction volume was 336.7 billion yuan, which represents a decrease compared to the previous period [6][7]. - All sub-sectors within the media industry saw declines, with notable performances from individual stocks such as CITIC Publishing, which rose by 38%, and Bona Film Group, which fell by 29% [16]. - The report attributes the market movements to profit-taking ahead of the Spring Festival, AI applications, and high-frequency gaming data [16]. Summary by Sections Market Review - The media index's performance ranked last among 28 primary industry indices, with a transaction volume of 336.7 billion yuan, accounting for 3.4% of the total A-share market [7][16]. - Sub-sectors such as film and television, digital media, and advertising all experienced significant declines, while broadcasting and publishing showed some resilience [16]. AI Sector - The upcoming launch of Deepseek V4 is anticipated to enhance productivity in AI applications, particularly in the entertainment sector. The report highlights the potential for accelerated token consumption and international narratives [19]. - Key companies to watch in the AI space include Alibaba, Zhiyuan, Minimax, and Kunlun Wanwei, with application-focused firms like Zhejiang Shuju, Shanghai Film, and Aofei Entertainment also recommended [19]. Gaming Sector - The report expresses optimism regarding major gaming titles and a high level of activity in Q1. Recommended stocks include Perfect World, Kaiying Network, and Century Huatong for A-shares, and Tencent Holdings and Xindong Company for H-shares [19]. IP and Internet - The report forecasts a favorable commercial landscape for IP in the AI era, suggesting a focus on companies like Shanghai Film and Aofei Entertainment [19]. - The internet sector is influenced by geopolitical factors and a shift towards more stable hardware investments, with a focus on AI and consumer sectors. Companies like Tencent, Alibaba, and Meituan are highlighted as potential investment opportunities [19].

分析师：王佳琪 执业证书编号：S0230525040001 证券研究报告 传媒 报告日期：2026 年 03 月 01 日 字节发布 Seed 2.0 系列模型，千问位居中国企业级大模型市场第一 ——传媒行业周报 华龙证券研究所 投资评级：推荐（维持） 最近一年走势 邮箱：wangjq@hlzq.com 中国电影与营销服务加速出海—传媒行 业周报》2026.02.02 供全面语音生成功能—传媒行业周报》 2026.01.27 态开启"认知型生成"新范式—传媒行 业周报》2026.01.20 摘要： 请认真阅读文后免责条款 请认真阅读文后免责条款 执业证书编号：S0230523080004 邮箱：sunbw@hlzq.com 字节跳动发布 Seed 2.0 系列模型，全面升级多模态能力与复杂任 务执行水平。字节跳动发布最新 Seed 2.0 系列模型，围绕大规模 生产环境下的使用需求做了系统性优化，旨在帮助突破真实世界 中的复杂任务。Seed 2.0 强化了视觉感知与推理能力，对复杂文 档、视频内容的解析水平显著提升，并在长上下文理解、视频运 动感知等关键测评中处于领先位置。模型提供 Pro、Lite、Mini ...

奥飞娱乐 20260226 摘要 与线下联动。线上以抖音、快手、B 站等社媒平台保持高频内容更新，并主动 进行话题引导。以喜羊羊为例，2025 年围绕"勇敢的小羊"开展抖音话题互 动，带动大量创作者参与；在较少投流的情况下实现较为自然的粉丝增长，喜 羊羊抖音粉丝量从 2025 年初约 1,300 万提升至目前突破 1,500 万。线下以喜 羊羊 20 周年为契机，2025 年在上海、北京、广州、武汉、西安等重点城市落 地 6 场快闪店活动，并参与多场线下展会与热门 IP 联动，推动喜羊羊、巴啦啦、 铠甲勇士等经典 IP 向更年轻人群延伸与破圈。 "大母婴"业务维持双品牌运作。 海外婴童品牌 BT 的重点包括：在现有六大核心品类基础上拓展新品类创新， 例如可旋转的汽车安全座椅，以提升客单价与毛利并改善利润贡献；持续推进 出海与海外市场拓展，2025 年为应对关税问题已开始落地相关工作，其中墨 西哥进展顺利，2026 年将在南美进一步进入巴西、智利等国家，并在中东、 印度及后续欧洲市场发力；业务形态上加速 2C 方向，通过 TikTok、亚马逊自 营商店及 BT 官方独立站等线上电商渠道提升 2C 业务占比与贡献 ...

推荐(维持) 投资要点 分析师：朱珠 S1050521110001 zhuzhu@cfsc.com.cn | 表现 | 1M | 3M | 12M | | --- | --- | --- | --- | | 传媒(申万) | -5.0 | 10.0 | 35.2 | | 沪深 300 | 0.1 | 4.1 | 21.1 | 市场表现 2026 年 02 月 28 日 传媒回调行情仍在 智能新纪元撬动注意力经济 行业相对表现 -20 -10 0 10 20 30 40 50 60 (%) 传媒 沪深300 资料来源：Wind，华鑫证券研究 相关研究 1、《传媒行业周报：春晚节点重燃 AI 传媒有望承接 AI 应用新场景》 2026-02-23 2 、 《 传 媒 行 业 点 评 报 告 ： Seedance2.0 推动 AIGC 进入卡尔达 肖夫指数》2026-02-10 3、《传媒行业周报：从春节档到 AI 春晚迎 2026 年新篇章关注 AIGC》 2026-02-08 ▌本周观点更新 2026 年 2 月底传媒板块开年后略回调，我们认为当下传媒板 块行情仍在，AIGC 新叙事仍可期。企业端，AIGC 公 ...

憨态可掬的机器狗、火爆全球的IP潮玩、备受追捧的游戏影音产品……2月24日下午，在2026年广东省高质量发展大会"数字经济与贸易新业态"分会场的企 业展示区，琳琅满目的产品是广东数字经济蓬勃发展的真实写照。 记者从会上了解到，广东数字贸易呈现快速发展好势头。贸易数字化方面，跨境电商进出口10年增长55倍，占全国比重超过1/3。数字贸易化方面，"十四 五"期间，全省服务贸易实现翻番，2025年达2625.8亿美元，数字贸易额1042.8亿美元。未来，广东还将积极拥抱全球数字化浪潮，充分发挥多重优势，深入 推进数字经济和实体经济互促双强、融合发展。 数智引领，赋能贸易新业态 当前，全球贸易数字化趋势愈发明显。广东省推动数字与贸易深度融合。数据显示，广东货物进出口连续40年全国居首，跨境电商进出口占全国超1/3、连 续10年全国领先，是对外贸易名副其实的新增长极。 全省高质量发展大会分会场 数字经济与贸易新业态 ←网 会上，省商务厅厅长张劲松对跨境电商稳规模扩增量5条政策进行了推介。政策旨在探索新贸易渠道、贸易模式，从提升跨境电商查验效率、发展网购保税 业务、发展出口海外仓业务、推进跨境电商阳光化试点、加大财政资金 ...

马年之后是羊年，奥飞娱乐：推出潮玩和快闪店，打造覆盖全年龄段的喜羊羊IP作品 （文章来源：21世纪经济报道） ...

股票频道更多独家策划、专家专栏，免费查阅>> 责任编辑：山上 A股市场影视动漫股跌幅进一步扩大，其中，光线传媒20CM跌停，幸福蓝海跌近18%，博纳影业、横店影 视、中国电影、金逸影视10CM跌停，上海电影、万达电影逼近跌停，欢瑞世纪、捷成股份跌超7%，华策 影视跌超5%。 | | | | | 影视动漫板块个股 | | | | --- | --- | --- | --- | --- | --- | --- | | 序号 | 代码 | 名称 | | 涨幅% ↑ | 总市值 | 年初至今涨幅% | | 1 | 300251 | 光线传媒 | 1 | -19.99 | 639亿 | 32.97 | | 2 | 300528 | 幸福临海 | Î | -17.89 | 75.23 Z | -2.89 | | 3 | 001330 | 博纳影业 | 1 | -10.02 | 158亿 | 51.18 | | 4 | 603103 | 横店影视 | 1 | -10.00 | 199亿 | 89.45 | | 5 | 002905 | 金逸影视 | 演 | -9.98 | 41.73亿 | -1.86 | | 6 | 60 ...

Summary of Conference Call Notes Company and Industry Involved - The conference call discusses **Aofei Entertainment (奥飞娱乐)**, a company in the **cultural media** industry, focusing on the integration of **AI** and **IP (Intellectual Property)**. Core Points and Arguments 1. A strategic partnership was established between **Honor** and **Aofei Entertainment** in **November 2025** to explore the new track of **"AI + Trendy Toys"**. The collaboration aims to create an **IP matrix** centered around content to promote a **youth-oriented strategy** [1] 2. The importance of **high-quality content** is emphasized as a crucial factor for navigating through economic cycles. The company plans to leverage various media and technological advancements to continuously empower IP to reach users [1] 3. Aofei Entertainment is actively embracing **AI** by deeply integrating with various **multimodal interaction models**. This integration is expected to enhance user engagement and content delivery [1] 4. The company has conducted a **share buyback** at an average price of **9.9 CNY per share**, which is intended to align the interests of the core team and instill confidence in long-term development [1] Other Important but Possibly Overlooked Content - The focus on **AI** and **IP** indicates a strategic shift towards modernizing content delivery and enhancing user interaction, which may present new investment opportunities in the cultural media sector [1]

Summary of Conference Call Notes Industry Focus - The focus is on the media and internet sector, particularly in relation to AI applications and gaming companies [1] Core Insights and Arguments - The company emphasizes three key investment directions: 1. Leading gaming companies such as Century Huatong, Giant Network, Kejian, Bit Games, 37 Interactive Entertainment, Perfect World, and Shunwang [1] 2. The AI marketing and e-commerce sector, highlighting undervalued stocks like BlueFocus, Yidian, Zhiwei, and Kunlun [1] 3. ByteDance's products, particularly the SD product, are identified as disruptive, with IP companies like Shanghai Film Group, Aofei, Huanrui, Mango, and Reading Group being the primary beneficiaries [1] - The company asserts that the AI wave is unstoppable, with recent price increases being driven by the explosion of AI applications [1] - The analogy of "selling shovels" versus "mining for gold" is used to illustrate that while selling tools is profitable, the significant profit potential lies in directly engaging with high-value opportunities, akin to the success of Tencent and ByteDance during the internet boom [1] - The media and internet sector is positioned as a leader in AI applications, urging investors to remain optimistic during market corrections and to exercise caution during market surges [1] Other Important Points - The call highlights the importance of strategic positioning in the face of market fluctuations, advocating for a proactive investment approach during downturns and a measured response during upswings [1]