国产中小成本电影的口碑营销研究

发布时间：2018-04-24 02:41

本文选题：中小成本电影 + 口碑营销　；参考：《辽宁大学》2017年硕士论文

【摘要】：近些年,国产电影涌现出了一批中小成本电影,凭借优秀的电影剧情和品质,获得了观众的认可和赞誉,良好的口碑效应成就了一个又一个的票房奇迹。口碑传播对电影票房和电影的社会影响产生了关键性作用。借助口碑营销,中小成本电影日渐崛起。电影营销人员也在其中不断创新口碑营销手段。但是,作为电影产业长尾的中小成本电影,它们数量多,质量也参差不齐,口碑营销在这些中小成本电影中仍未有效运用。电影营销人员对口碑营销的重视程度不够,同时缺乏有效的手段,导致中小成本电影口碑营销在创意性、互动性和真实性等方面存在问题,从而陷入营销困境。基于此,本文将采用调查研究法、案例分析法和文献分析法,以中小成本电影为研究对象,结合口碑营销相关理论,探索中小成本电影的口碑营销,对国产中小成本电影的口碑营销进行了系统分析。首先是对中小成本电影独有的特点和整体现状分析,中小成本电影面临着外部环境支持少,类型单一和制作粗糙等问题;然后基于国产中小成本电影的口碑营销的现状,从口碑营销的实施者、渠道、传播者、主要策略、口碑信息和口碑营销效果这几个方面剖析了目前中小成本电影的口碑现状,得出中小成本电影口碑营销中存在营销不足、营销过度、营销定位缺失、互动手段缺乏、真实性不足的问题。对于中小成本电影面临的发展困境和口碑营销中的问题,结合到观众的电影信息搜寻和口碑传播行为,提出中小成本电影口碑营销的生成策略、传播策略、跟踪和维持策略。在生成策略中,要打造中小成本电影自身的故事力和特色为口碑营销的起点,提供充分的电影信息作为传播素材,抓住粉丝群体作为重点的口碑营销传播者;在传播策略中:充分发挥意见领袖和首批观众的作用,关键平台重点突破,打造真实可信的口碑信息,同时,通过策划一些网络事件,利用档期、台词、演员及人物等设置网络议题,尽可能将口碑引爆,同时基于观众需求实施奖励,促进口碑的持续传播。在跟踪和维持策略中:建立有效的口碑跟踪和负面口碑预警机制应急方案,合理有效地处理负面口碑,同时,注重口碑营销的长远效应。
[Abstract]:In recent years, a number of small and medium cost films have emerged in domestic films, with excellent film plot and quality, won the audience's recognition and praise, good word of mouth effect has achieved one after another box-office miracle. Word of mouth spread plays a key role in the film box office and the social impact of the film. With the help of word of mouth marketing, small and medium-cost films are on the rise. Movie marketers are also constantly innovating the marketing methods of word-of-mouth. However, as the long tail of the film industry, small and medium cost movies, they are many, the quality is not uniform, word-of-mouth marketing in these small and medium cost films have not been effectively used. Film marketers pay less attention to word-of-mouth marketing and lack effective means, which leads to the problems of originality, interactivity and authenticity in the small and medium cost film word-of-mouth marketing, which leads to the difficulty of marketing. Based on this, this paper will adopt investigation research method, case analysis method and literature analysis method, take the small and medium cost movie as the research object, combine the related theory of word of mouth marketing, explore the word of mouth marketing of the medium and small cost movie, This paper systematically analyzes the word-of-mouth marketing of domestic medium and small cost films. First of all, the unique characteristics and overall status of small and medium cost movies are analyzed. Small and medium cost movies are faced with the problems of little external environment support, single type and rough production, and then based on the status quo of word of mouth marketing of domestic medium and small cost movies, From the aspects of implementer, channel, communicator, main strategy, word-of-mouth information and the effect of word-of-mouth marketing, this paper analyzes the current situation of word-of-mouth in small and medium cost movies, and draws the conclusion that there is insufficient marketing in the marketing of medium and small cost movies. Excessive marketing, lack of marketing positioning, lack of interactive means, lack of authenticity. In view of the difficulties in the development of small and medium cost movies and the problems in word of mouth marketing, combined with the movie-information search and word-of-mouth communication behavior of the audience, this paper puts forward the generation strategy, communication strategy, tracking and maintenance strategy of the small and medium-sized cost film word-of-mouth marketing. In the generation strategy, we should create the story power and characteristics of the small and medium cost film itself as the starting point of word of mouth marketing, provide adequate film information as the dissemination material, and grasp the fan community as the focus of word of mouth marketing communicator; In the communication strategy: give full play to the role of opinion leaders and the first audience, the key platform key breakthrough, create a true and credible word of mouth information, at the same time, through planning some network events, the use of time, lines, Actors and characters set up online issues, as far as possible to detonate the word of mouth, while based on the needs of the audience to implement incentives to promote the continued spread of word of mouth. In the strategy of tracking and maintaining: establish effective emergency plan of word-of-mouth tracking and negative word-of-mouth warning mechanism, deal with the negative word-of-mouth reasonably and effectively, at the same time, pay attention to the long-term effect of word-of-mouth marketing.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

【参考文献】