RealD公司在中国的品牌营销策略研究

发布时间：2018-03-28 07:06

  本文选题：品牌营销战略　切入点：营销沟通　出处：《对外经济贸易大学》2017年硕士论文

【摘要】：中国电影产业近十年进入了飞速发展阶段,截止2016年12月中国电影银幕数量首次超越美国排名全球第一,2016年全国电影总票房超过457亿元。在此大趋势下电影技术厂商对中国市场的争夺异常激烈。本文对3D电影放映设备厂商RealD公司在中国市场发展的品牌营销战略进行研究和分析,基于中国电影或3D电影消费者观影行为,阐述RealD品牌如何在高速发展的院线市场获得院线和电影消费者的肯定和品牌扩张计划,以及对商业院线的营销沟通策略。在品牌成长的不同阶段,采取针对于电影院线、电影观影者不同的营销策略。
[Abstract]:China's film industry has entered a rapid development stage in the past ten years. As of December 2016, the number of Chinese films surpassed the United States for the first time in the world, and the total national box office in 2016 exceeded 45.7 billion yuan. Under this trend, the competition for the Chinese market by film technology manufacturers is extremely fierce. The research and analysis of the brand marketing strategy of film screening equipment manufacturer RealD Company in the Chinese market. Based on the behavior of Chinese film or 3D movie consumers, this paper expounds how the RealD brand can gain the affirmation and brand expansion plan of the cinema and movie consumers in the rapidly developing cinema market. In the different stages of brand growth, different marketing strategies are adopted for movie theater and movie viewer.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6;F274
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本文编号：1675253