国产艺术电影营销策略研究（2012-2016）

发布时间：2018-03-28 13:00

本文选题：艺术电影　切入点：国产艺术电影　出处：《重庆工商大学》2017年硕士论文

【摘要】：随着国内电影市场的蓬勃发展,电影产业已成为国民经济和社会发展的重要部分,在这种市场环境下,国产艺术电影也越来越重视自身在国内市场中的位置,但由于利益的驱动以及国内市场体制的不完善,国产艺术电影很难在本土市场有足够的表现空间,而国内业界对此的讨论也越来越倾向于从唯票房论的角度出发,较少关注艺术电影的创作属性和商业个性。艺术电影与身俱来的创作特性决定了它无法像商业电影那样获取庞大的观影人群;除此之外,无论是在制作经费还是营销经费上艺术电影都无法与商业电影比肩,相比国产商业电影,国产艺术电影面对的是一个小众市场,以上都是在讨论国产艺术电影营销策略之前需要深入分析的问题,只有在理解艺术电影的产品属性前提下,才能对其营销策略展开有效的讨论。本文主要从艺术电影的商业属性、营销特性出发,对国产艺术电影在本土市场中的产业流程进行深入剖析,进而研究国产艺术电影的营销策略。本文一共分为五个章节:第一章为绪论部分,阐明该论题的研究背景、意义,通过文献综述归纳和总结国内关于艺术电影营销的研究趋向以及研究成果。第二章通过分析艺术电影的创作特点和市场特点来揭示艺术电影的商业本质,利用市场营销原理和理论,对比艺术电影和商业电影在营销各个环节的差异,总结艺术电影在电影营销体系中的特性。第三章对目前国内市场中国产艺术电影的生存状况进行梳理,从产业链的角度厘清艺术电影在电影市场中角色和处境,揭示国产艺术电影的生存现状和营销特征。第四章选取2012-2016年间上映的具有代表性的国产艺术电影作为案例,对其进行具体营销策略和操作上的分析,并通过案例比较,探究艺术电影的营销特点及问题。第五章通从制作、发行、宣传和放映这四个电影产业链环节提出适合国产艺术电影的具有针对性和实用价值的营销策略。
[Abstract]:With the vigorous development of the domestic film market, the film industry has become an important part of the national economy and social development. In this market environment, the domestic art films are paying more and more attention to their own position in the domestic market. However, because of the interest drive and the imperfect domestic market system, it is very difficult for domestic art films to have sufficient performance space in the local market, and the domestic industry is more and more inclined to discuss this from the perspective of box office theory. Less attention is paid to the creative attributes and commercial personality of art films. The creative characteristics of art films and their bodies make it impossible for them to obtain the same large audience as commercial films; in addition, No matter in terms of production funds or marketing funds, art films cannot compete with commercial films. Compared with domestic commercial films, domestic art films face a niche market. These are all issues that need to be thoroughly analyzed before discussing the marketing strategies of domestic art films. Only if we understand the product attributes of art films, This paper, based on the commercial attributes and marketing characteristics of art films, analyzes the industrial process of domestic art films in the local market. This paper is divided into five chapters: the first chapter is the introduction part, which clarifies the research background and significance of the topic. In chapter two, the commercial essence of art film is revealed by analyzing the creative and market characteristics of art film. Using marketing principles and theories to compare the differences between art films and commercial films in all aspects of marketing, Summarize the characteristics of art film in the film marketing system. Chapter three combs the existing situation of Chinese art film in the domestic market, and clarifies the role and situation of art film in the film market from the angle of industry chain. Chapter four selects the representative domestic art film from 2012-2016 as the case, carries on the concrete marketing strategy and the operation analysis to it, and through the case comparison, the fourth chapter selects the representative domestic art film as the case, carries on the concrete marketing strategy and the operation analysis, and through the case comparison, The fifth chapter puts forward the marketing strategies which are suitable for domestic art films in terms of producing, distributing, propagating and projecting these four aspects of the film industry chain.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

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