中国影视产业整合化营销研究

发布时间：2018-03-31 04:26

本文选题：中国　切入点：影视产业　出处：《山东师范大学》2013年硕士论文

【摘要】：当前的中国影视产业尚处于起步发展阶段,其在产业构成、运营模式、运作机制等诸多方面均亟待完善与提升。其中,营销环节作为整个影视产业价值链中极为重要的助推节点,对影视产业及企业的发展具有关键性效能。然而,当下中影产业营销观念淡薄、营销模式单一、营销战略缺失等问题极为突出,严重制约着整个产业的长足发展。因此,牢固树立影视营销观念、积极探索适配于中国影视产业的创新型营销理论及模式战略、找寻具指导性及实战性的营销具体策略,是本文研究的重点所在。绪论部分为本文研究概述与国内外研究现状及理论综述,集中论述了本文的写作背景、意义、思路及国内外对影视产业、整合营销等的研究现状,并在对影视产业概况及基本理论加以简述的基础上,总结并综合各自案例论述了当前中国影视产业在运营中应用率较高、收效较好的几大传统营销方式,而后重点针对整合营销传播理论并选取其典型案例对其加以综合解析。首先,集中选取中国影视产业中运用度高、收益度好的几大营销手法,对诸如事件营销、品牌营销、口碑营销、社会媒体及新媒体营销、娱乐营销及情感营销等各自的概念、特征及目前在中影界的运用状况进行了创新性总结；其次,选取各手法在电影营销实战中的典例加以综合论述,并就其各自优缺点等进行相关解析与评价；最后,综合各营销手法,重点针对整合营销理论及其案例加以整理总结,并就其概念、特征、优劣势等给出自己的意见与观点。第一章为全文重点,即在绪论部分归纳铺垫的基础上,创新性地提出了影视产业的以创造社会文化效益为旨归的、以整合营销为基础、以产业价值链为核心、以受众情感为内质并集成多种营销方式的整合化营销理论体系,并对其概念内涵、优势特征、研究意义及必要性等进行了深度解析。首先重点阐明了中影产业整合化营销的概念,而后对其内涵及理论体系构成加以系统论述,在此基础之上进一步对其特征、优势及研究应用的必要性等进行了层层剖析与全面阐释。第二章以整合化营销理论为前提,运用4V营销组合理论及产业价值链分析理论等,针对影视产业整体各阶段各环节的运营实际,提出了整合化营销的具体实践策略,重点对其概念、原则、构成及步骤等加以阐明。首先,从实践角度出发定义了中影产业整合化营销策略的概念；其次,对其策略原则进行了分别概括与阐明；再次,从产品、内容、渠道及品牌四个方面简述了本策略的构成；最后,对其在影视实践中的应用步骤加以过程化分析。第三章为整合化营销的案例解析部分,选取近年来在影视营销环节表现突出且收效较好的电影《赤壁》的营销全程为例,从背景解析、模式组构、过程策略、经验借鉴及反面警示几个方面出发,结合本文提出的整合化营销理念对其加以综合阐析,并给出自己的评价与观点,以期能够从实战角度对未来中影产业及企业运营有所助益。结语部分为全文总结,对本论文的研究结论、创新点及不足等进行了集中简明的论述,并对中影产业的未来发展作一展望。
[Abstract]:At present , China ' s film and television industry is still in the initial stage of development , and it needs to be improved and promoted in many aspects , such as industrial structure , operation mode and operation mechanism .

The introduction part is a summary of the present situation and the research situation of research and research at home and abroad . On the basis of the brief introduction of the general situation and basic theory of film and television industry , the author summarizes and comprehensively analyzes the situation of film and television industry and the basic theory , and then focuses on the integrated marketing communication theory and selects its typical case to analyze it comprehensively . First , it focuses on the concept , characteristics and the present situation of the application of the marketing , brand marketing , word - of - mouth marketing , social media and new media marketing , entertainment marketing and emotional marketing .
Secondly , the author makes a comprehensive discussion on the typical examples in the field of film marketing , and analyzes and evaluates their respective advantages and disadvantages .
Finally , all kinds of marketing techniques are integrated , focusing on the theory of integrated marketing and its case , and give its own opinions and views on its concept , characteristics , advantages and disadvantages .

The first chapter focuses on the whole text , that is , on the basis of the introduction of the introduction part , the author puts forward the integration marketing theory system of film and television industry in order to create social and cultural benefit .

In the second chapter , based on the theory of integrated marketing , using the theory of 4V marketing and the theory of industry value chain analysis , this paper puts forward the concrete practice strategy of integrated marketing , and points out the concept , principles , composition and steps of integrated marketing in view of the actual operation of each link in the whole stage of the film industry . First , the concept of the integrated marketing strategy of the image industry is defined from the practical point of view .
Secondly , the principles of strategy are summarized and clarified separately ;
Thirdly , this paper briefly describes the composition of this strategy from four aspects : product , content , channel and brand .
Finally , the application steps in video and television practice are analyzed .

The third chapter is the case analysis part of integrated marketing . In recent years , the whole course of the marketing process of the film is selected from the background analysis , the pattern group , the process strategy , the experience reference and the back warning , and the integrated marketing concept is combined with this paper to analyze the whole process and give its own evaluation and viewpoint , so as to help the future image industry and enterprise operation from the angle of actual war .

The conclusion of this thesis , the innovation points and the deficiency are discussed in this paper , and the future development of the image industry is looked forward .

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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