电影产业中的病毒式营销传播策略研究

发布时间：2018-02-27 06:29

本文关键词： 电影电影营销病毒式营销传播策略　出处：《山东师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：近些年，随着互联网的蓬勃发展，一种以网络为主要传播载体的新型营销形式——病毒式营销逐渐成为营销行业的一大热点。随着1999年电影《女巫布莱尔》对病毒营销的成功运用，病毒式营销开始引起电影行业的重视，越来越多的电影营销者用这种方式来推广电影，病毒式营销也成为近些年电影产业学术研究的热点。电影营销者可以充分利用各类网络媒体资源为影片宣传造势，一方面使网民对影片产生积极正面的认识，另一方面尽可能扩大影片信息的传播范围。影片口碑的好坏和信息到达率都能够直接影响票房收入的高低，所以在电影营销的过程中树立“病毒传播”的营销理念是必要的。如果单论传播效果，国内特殊的网络环境决定了病毒式营销在中国的传播效果要比国外突出。作为一种新兴的营销手段，病毒式营销在国内电影的推广和应用方面存在巨大潜力和优势。但目前，病毒营销在国内电影行业还处于初步尝试阶段，只有为数不多的一些中小成本影片取得过成功。同时，从理论层面看，关于病毒营销在电影产业中的运用，国内外理论研究较不成熟，其理论研究则停留在宏观层面的简单分析，，还比较缺乏严密的理论体系和理论深度,一般仅仅止步于对电影病毒营销的个案分析上;在实践方面，国内也缺乏专业营销团队和人才，即便影片采用这一营销手段，但想达到高性价比的传播效果也绝非易事。国内对电影病毒式营销迫切需要系统理论指导和实践操作参考，这就留给笔者很大的研究空间。按照以上的思路，本文主要从五个部分进行分析和论述。绪论主要阐述了本课题研究的背景和历史意义，梳理了目前国内已有的研究成果，并且分析了其不足之处，提出了本论文的理论框架、研究方法以及论文的创新点；第一章介绍病毒式营销的起源和发展，梳理和界定了病毒式营销的概念，然后通过与传统营销和口碑营销的比较，分析出病毒式营销自身特点，并进一步阐述当前WEB2.0环境下病毒式营销的新特征；第二章主要是通过对我国电影行业发展历程的简单梳理，指出我国电影营销的发展状况和营销模式的嬗变，在此背景下进一步指出了病毒式营销在我国电影营销中的具体运用情况；第三章主要是通过对病毒式营销的机会分析，从电影类型、影片质量和口碑、目标受众、电影档期这几个方面阐述了病毒式营销在电影营销中成功运用的前提条件；第四章是本文的重点章节，本章利用传播学中的5W传播理论作为框架支撑，结合我国电影行业营销实际情况，设计出一整套完整的病毒式营销传播策略，期望能够为我国电影病毒式营销发展提供具有一定参考价值的建议，这也是本论文研究的主要目的和意义。
[Abstract]:In recent years, with the vigorous development of the Internet, Viral marketing, a new form of marketing with the Internet as the main carrier of communication, has gradually become a hot spot in the marketing industry. With the successful use of viral marketing in the film "the Witch Blair" in 1999, Viral marketing has begun to attract the attention of the film industry, more and more film marketers use this way to promote the film, Viral marketing has also become a hot topic of academic research in the film industry in recent years. Movie marketers can make full use of all kinds of network media resources to promote and promote films. On the one hand, they can make Internet users have a positive understanding of the film. On the other hand, it is necessary to establish the marketing idea of "virus spread" in the process of film marketing. If we discuss the effect of communication alone, the special network environment in China determines that viral marketing is more effective in China than abroad. As a new marketing method, Viral marketing has great potential and advantages in the promotion and application of domestic films. But at present, viral marketing is still in the initial stage of trial in the domestic film industry, and only a few small and medium cost films have been successful. From a theoretical point of view, on the application of viral marketing in the film industry, the domestic and foreign theoretical research is relatively immature, its theoretical research stays at the macro level simple analysis, but also lacks the rigorous theoretical system and theoretical depth. Generally speaking, it only stops at the case study of viral marketing in films. In practice, there is also a lack of professional marketing teams and talents in China, even if the film uses this marketing method. However, it is not easy to achieve the communication effect of high performance-to-price ratio. Domestic viral marketing urgently needs systematic theoretical guidance and practical reference, which leaves the author with great research space. According to the above thinking, this paper mainly analyzes and discusses from five parts. The introduction mainly describes the background and historical significance of this research, combs the existing research results in China, and analyzes its shortcomings. The first chapter introduces the origin and development of viral marketing, combs and defines the concept of viral marketing, and then compares with traditional marketing and word-of-mouth marketing. This paper analyzes the characteristics of viral marketing, and further expounds the new characteristics of viral marketing under the current WEB2.0 environment. This paper points out the development of film marketing in our country and the evolution of marketing mode. Under this background, it further points out the concrete application of viral marketing in film marketing in China. Chapter three mainly analyzes the opportunity of viral marketing. From the aspects of film type, film quality and word-of-mouth, target audience, film grade, this paper expounds the premise of successful application of viral marketing in film marketing. Chapter 4th is the key chapter of this paper. This chapter uses the 5W communication theory in the communication science as the frame support, unifies our country movie industry marketing actual situation, designs a whole set of complete virus marketing communication strategy, It is expected to provide some valuable suggestions for the development of viral marketing in China, which is also the main purpose and significance of this paper.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943.1

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