基于4P理论的影视作品营销组合策略研究——以《战狼2》为例

发布时间：2018-03-30 16:25

  本文选题：营销组合策略　切入点：总票房　出处：《经济研究参考》2017年53期

【摘要】：正一、引言2015年,中国电影票房经历了爆发式的增长,票房收入440亿,但自2016年以来,增速放缓,市场上开始流传"拐点论""中场休息论""阴霾论"等种种悲观言论,2017年上半年,总票房共计271.59亿元,同期增长10.34%,增速放缓的同时,国产电影票房105亿元,占总票房的38%,相比2016年同期的131亿元下滑20%。~(1)直到7月28日,一部电影以黑马之姿出现,打破了固有
[Abstract]:First, introduction, in 2015, the box office of Chinese films experienced explosive growth, with box office receipts of 44 billion, but since 2016, the growth rate has slowed. In the first half of 2017, the total box-office sales totaled 27.159 billion yuan, an increase of 10.34 yuan in the same period. While the growth rate was slowing, the domestic film box office took 10.5 billion yuan, while the market began to spread the "inflection point theory," "interval break," "haze theory," and so on. That's 38% of the total box office, down 20% from 13.1 billion yuan in the same period in 2016) until July 28, when a movie appeared as a black horse, breaking its roots.
【作者单位】： 四川大学锦城学院;
【分类号】：F274;J943
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本文编号：1686690