电影院消费绕不开的桥头堡——浅议电影院门厅宣传

发布时间：2018-03-06 08:06

  本文选题：门厅宣传　切入点：竞争　出处：《北京电影学院学报》2014年06期 　论文类型：期刊论文

【摘要】：在电影宣传渠道多元化的大环境发展趋势下,影院门厅宣传凸显其重要意义。影院门厅宣传作为对观众购买行为的末端影响因素,在影院同质化竞争不断加剧,新兴媒体等替代产品地兴起与发展的现状下,影院深入了解电影观众的消费诉求,并对其需求做出相应宣传反应成为影院获利的不可或缺的方式之一。本文将结合影院门厅宣传的现状,基于竞争、消费者心理学等理论,采用定性的分析方法,利用影院相关实况数据,着重分析其门厅宣传对观众消费的重要影响。
[Abstract]:Under the development trend of the diversified channels of film propaganda, the propaganda of the cinema lobby highlights its important significance. As the terminal influencing factor of the audience's purchase behavior, the propaganda of the cinema lobby is becoming more and more homogeneous in the cinema. With the emergence and development of alternative products such as new media, cinemas have a deep understanding of the consumer demands of movie audiences. According to the present situation of hall propaganda in cinemas, based on the theories of competition and consumer psychology, the qualitative analysis method is adopted. Based on the relevant live data of cinemas, this paper analyzes the important influence of lobby propaganda on audience consumption.
【作者单位】： 中央戏剧学院电影电视系;
【分类号】：J946
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本文编号：1573998