国产电影的社交媒体营销策略研究

发布时间：2017-12-31 02:25

本文关键词：国产电影的社交媒体营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：2002年,国产影片《英雄》拉开了我国电影营销传播的序幕,我国电影行业开始意识到营销传播对于整个电影行业发展的重要性。近年来,我国国产电影无论是院线上映的影片数目还是票房的收益均出现大幅上涨,这都是对我国电影市场创造积极性和被市场广泛认可的证明。随着互联网和移动互联网技术的迅速发展和普及,社交媒体快速崛起,广泛且深刻地影响和改变着我们的生活。社交媒体改变了传统的信息传播方式,其传播效果也是传统媒体无法媲美的。在社交媒体的影响下,中国电影的营销传播迎来了新的机遇和挑战。2017年3月1日开始实施的《中华人民共和国电影产业法》使我国电影产业更加规范,也对国产电影通过社交媒体进行营销传播提出了更高的要求。电影营销传播策略是一个常写常新的话题。由于社交媒体的迅速发展,在电影营销传播的实战最前沿,几乎每天都有新的营销传播方式和理念的诞生。但我们不能只停留在对个案的分析,而是应该对其进行系统的归纳和整理,发现更为深刻和本质的东西。在互联网时代,社交媒体营销的新趋势对国产电影营销传播模式的转变,更值得我们去思考研究。本文共分为五个章节。第一章为绪论,主要阐述了本文的写作目的和研究意义,归纳总结了电影营销和社交媒体营销传播的研究现状和成果,并对涉及选题的核心概念进行了释义。在第二章中,首先对社交媒体的传播特点及新趋势进行了归纳,在此基础上得出了社交媒体为国产电影营销带来的机遇。第三章为本文的核心论述章节,笔者在前一章论述的结论基础上,从我国2016年社交媒体格局图中选取了活跃用户最多,传播影响最广,最具代表性的社交媒体平台——微博、微信、电影论坛,在传播学相关理论框架的支持下,结合2015年至2016年具体的国产电影营销传播实例,依次分析了不同社交媒体平台的传播特点及国产电影具体的营销传播策略。第四章对目前国产电影在社交媒体营销策略实施过程中出现的问题进行了归纳总结,其问题主要集中在炒作过度,电影衍生品营销缺失以及国际市场营销传播薄弱等。在参照好莱坞电影和其他国家成熟电影产业模式和社交媒体营销传播成功案例经验的基础上,尝试提出针对我国现存问题的国产电影社交媒体营销传播的可行性的解决对策。第五章为本文的总结和展望部分。
[Abstract]:In 2002, the domestic film "Hero" opened the prelude of the film marketing communication in our country, the film industry of our country began to realize the importance of the marketing communication to the development of the whole film industry in recent years. Both the number of films in theaters and the box office earnings of domestic films in China have increased dramatically. With the rapid development and popularization of Internet and mobile Internet technology, social media has risen rapidly. Social media has changed the traditional way of information dissemination and its communication effect is not comparable with the traditional media. Under the influence of social media. The marketing and communication of Chinese films has ushered in new opportunities and challenges. In March 1st 2017, the Law of the people's Republic of China on Film Industry has made the film industry of our country more standardized. Domestic film marketing and communication through social media put forward higher requirements. Film marketing communication strategy is a frequently written new topic. Due to the rapid development of social media. In the forefront of film marketing communication, there are new marketing communication methods and ideas born almost every day. But we can not just stop at the case analysis, but should be systematically summarized and sorted out. Find something more profound and essential. In the Internet era, the new trend of social media marketing changes the communication mode of domestic film marketing. This paper is divided into five chapters. The first chapter is the introduction, mainly expounds the purpose and significance of this paper. Summarize the research status and achievements of film marketing and social media marketing communication, and explain the core concepts involved in the topic. In the second chapter. First of all, the characteristics and new trends of social media dissemination are summarized, and on this basis, the social media for domestic film marketing opportunities. Chapter three is the core of this chapter. On the basis of the conclusion discussed in the previous chapter, the author selects Weibo, WeChat, a social media platform with the most active users, the most widely spread and the most representative social media platform, from the social media pattern map of 2016 in China. Film Forum, supported by the relevant theoretical framework of communication, combined with the specific examples of domestic film marketing and communication from 2015 to 2016. In turn, it analyzes the communication characteristics of different social media platforms and the specific marketing and communication strategies of domestic films. Chapter 4th summarizes the problems in the implementation of social media marketing strategies of domestic films. The main focus of the problem is excessive speculation. On the basis of reference to the successful cases of Hollywood film and other countries' mature film industry model and social media marketing communication. This paper tries to put forward the feasible solutions to the existing problems of domestic film social media marketing and communication. Chapter 5th is the summary and prospect of this article.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F;J943

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