商业化语境中文艺电影的营销策略研究

发布时间：2018-03-04 23:35

本文选题：营销策略　切入点：文艺电影　出处：《曲阜师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：20世纪90年代以后,电影市场化水平明显提升,国产电影票房数值自2000年以后急剧增长,各类型电影纷纷涌上银幕,电影数量及其质量得到大幅度提升。近年来文艺电影的创作成为一股新风潮,其题材多样,制作精良,年生产总量占据国产电影生产总量1/3左右,尤其是2014年大批文艺电影涌向电影市场,获得好口碑与高票房。自此,文艺电影真正引起业界高度关注,但票房始终难以在电影票房总量中占有一席之地。文艺电影怎样才能摆脱“票房毒药”的称号成为近年来重要研究课题。本文采用文献法、案例法、问卷调查法等研究方法,试图将文艺电影立足于国产电影市场化中,深入探讨在商业化语境中文艺电影如何在市场份额中收获票房与口碑的双赢,通过对电影市场及文艺电影市场环境的分析,进一步详细探索文艺电影的票房出路。首先,本文第一部分对文艺电影进行概念界定,对文艺电影的发展现状进行概述性总结与梳理,整理了近十年的部分获奖文艺电影票房,总结归纳现阶段文艺电影生产现状及面临的的问题。第二部分总结了中国电影市场特性,并通过分析电影市场上典型的高票房电影案例,旨在为文艺电影发展提供市场策略的可鉴之路。第三部分总体上分析文艺电影营销环境,包括宏观环境及微观环境,总结归纳文艺电影市场环境特点。第四部分通过对文艺电影成功案例的分析及文艺电影本身特性建立文艺电影营销策略模型,通过建构营销模型更加直观的深入了解文艺电影从制作、发行、宣传、上映前后的营销思路,从而提出本文的第五部分。第五部分旨在第四章建构的模型基础上深入分析文艺电影的具体营销策略,主要根据著名市场营销学家麦卡锡教授经典的4p营销理论分析文艺电影营销组合策略,分别从产品策略、价格策略、分销渠道策略以及促销策略针对文艺电影的市场营销之路提出建设性意见。本文创新性地将文艺电影与商业化电影市场环境相结合,通过对电影市场与市场环境的分析提出文艺电影可采取的相对应的市场营销策略,其中对成功的高票房电影及典型的文艺电影营销案例进行分析,全文将大量的例证及票房数据为具体策略作为数据支撑,力求探索出一条适合文艺电影高票房之路。
[Abstract]:After 1990s, the film market has improved significantly, numerical domestic movie box office since 2000 after the rapid growth of various types of movies have been in my movie screen, quantity and quality has been greatly improved. In recent years, the film's theatrical creation has become a new trend, its theme is diverse, sophisticated production, the total annual production occupies the domestic film production about 1/3, especially in 2014 a large number of art film to film market, get a good reputation and high box office. Since then, the real movie industry has aroused great concern, but the box office has always been difficult to occupy a space for one person in the movie box office total. How to get rid of the movie "box office" title in recent years become an important research topic. This paper adopts the method of literature case, method, questionnaires and other research methods, trying to art film based on the domestic film market in depth in business In the context of the movie industry win-win to harvest in the market share in the box office and word of mouth, through the analysis of the film market and art film market environment, further explore in detail the movie box office way. First of all, the first part of this paper defines the concept of the film, makes a brief summary and combing the development status of the movie. The nearly ten years of literary awards part of the film at the box office, summarized the present situation of film production and problems. The second part summarizes the characteristics of China film market, and through the analysis of the typical film market on the high grossing film case, in order to provide market strategy in the road for the analysis of film development. The third part of the overall film marketing environment, including the macro environment and micro environment, summed up the art film market environment characteristics. The fourth part of this paper through The establishment of the film marketing strategy model art film successful case analysis and the characteristics of the film itself, through the construction of marketing model more intuitive understanding of the film from the production, distribution, promotion, marketing ideas and after the release, so as to put forward the fifth part of this article. The fifth part aims to in-depth analysis of the film's theatrical specific marketing strategy in the fourth chapter based model the construction, mainly according to the analysis of movie marketing strategy of famous marketing professor Mccarthy 4P classic marketing theory, from product strategy, price strategy, distribution channel strategy and marketing strategy for the movie marketing road to put forward some constructive suggestions. In this paper, art films and commercial film market combining with the environment, through the analysis of the film market and the market environment of art film can be taken corresponding to the market The marketing strategy is to analyze the successful box office movies and typical movie marketing cases. The full text and box office data are supported by specific strategies, and strive to explore a suitable box office for movie and TV.

【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

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