暑期档国产电影的新媒体营销策略研究

发布时间：2018-03-11 09:02

本文选题：新媒体　切入点：电影营销　出处：《天津音乐学院》2017年硕士论文　论文类型：学位论文

【摘要】：近二十年间,伴随着数字化、信息化技术的普及与应用,新媒体的迅猛发展已经引发了一场新的媒体革命,新媒体已经影响到人们生活的方方面面,使得人们的生活发生着翻天覆地的变化。新媒体时代的到来,给中国电影营销带来巨大发展契机的同时也带来了巨大的挑战。中国电影人由于经验匮乏、观念陈旧、心态浮躁等原因,在电影营销过程中产生了一些问题,造成了中国电影营销混乱无序的局面。本文试图梳理新媒体给中国电影营销带来的巨大变革,通过大量营销实例总结归纳新媒体时代中国电影营销的问题,并探索性地提出解决问题的对策,促进中国电影营销健康、科学与和谐发展。本文一共分为四个部分:第一部分,对电影暑期档与新媒体营销发展概况做了一个详细的概述;第二部分,通过列举分析大量成功案例,梳理出暑期档国产电影的新媒体营销之道;第三部分,结合中国新媒体环境,围绕中国电影营销的现实,从市场现状、营销方式、观众需求等三个方面归纳和总结了中国电影营销存在的问题;最后,针对存在的问题,富有建设性与现实性的提出解决问题的对策,试图化解新媒体时代中国电影营销的矛盾与困惑,找到新的思路与解决方法,对创造健康有序的中国电影市场环境贡献一份力量。
[Abstract]:The past twenty years, with the popularization and application of digital information technology, the rapid development of new media has led to a new media revolution, new media has affected every aspect of people's lives, the place turn the world upside down changes to people's life. The new media era, to Chinese movie marketing the huge development opportunity at the same time it also brings great challenges. China film due to lack of experience, the old concept of reason, blundering, caused some problems in the movie marketing process, resulting in disorderly chaos Chinese movie marketing. This paper tries to analyze the new media brings great changes to China movie marketing, through a lot of marketing the problem China movie marketing example summary summary of new media era, and proposes the countermeasures to solve the problems, to promote the film marketing China healthy, scientific and harmonious development Show. This paper is divided into four parts: the first part gives a detailed overview of the marketing development of the summer movie files and new media; the second part, through the list of analysis of a large number of successful cases, summed up the new media marketing summer domestic film road; third part, combined with the China new media environment, around China movie marketing reality, from market, marketing, audience demand three aspects and summarizes the existing Chinese movie marketing problems; finally, aiming at the existing problems, puts forward some countermeasures to solve the problems of constructive and reality, trying to resolve the contradictions and confusion China movie marketing new media age. Find new ideas and solutions, to create a healthy and orderly China with film market environment of a force.

【学位授予单位】：天津音乐学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

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