整合营销传播视域下的好莱坞电影营销模式研究

发布时间：2018-04-21 10:41

本文选题：整合营销传播 + 好莱坞电影　；参考：《湖南师范大学》2013年硕士论文

【摘要】：电影作为一种特殊产品,它自身拥有与众不同的特点：价格的不稳定、价值的不确定性、非消耗性等,再加上当今消费市场的复杂多变,消费者消费习惯的难以捉摸,传统的营销手段在电影营销当中已经捉襟见肘,因此整合营销传播的介入是大势所趋,而好莱坞电影无疑是对整合营销传播成功实践的典范。除了对传统的经典的整合营销传播4C的践行,好莱坞电影在对于精准化的传播、市场化的整合、关系营销等方面都有着自身独特的运行模式,因此,好莱坞电影一方面对整合营销传播进行实践,同时又呈现出一定的行业特色。好莱坞电影不管是在荧幕数量、票房和影响力方面,都在全球市场中占据着重要地位,它的成功除了其自身得天独厚的优势包括政治、经济、文化等因素外,它的制胜法宝—整合营销传播手段也值得我们一探究竟。作为拥有巨大价值潜力的电影品牌,好莱坞电影品牌的成功塑造是尊重市场基本规则和利益最大化原则的结果：从市场(观众)需求出发,电影创制及营销和推广过程中的任何一个环节都围绕着市场及整体的品牌策略来进行,同时利用“光环效应”,延伸电影的品牌价值。好莱坞电影通过对整合营销传播理论的实践,已经形成了自己成熟的商业运作模式：通过对内容和市场的充分整合,达到效益最大化,塑造其强大的电影品牌形象,同时对电影价值的挖掘延伸覆盖整个电影产业系统。在文化软实力的重要性逐渐得到重视的今天,很多国家试图模仿好莱坞电影的营销策略和手段,却始终未能复制成功,究其原因,是因为我们在模仿好莱坞的时候一直停留在表象和现象,而没有真正的去了解其背后的运作机制和营销模式。我国的电影产业也存在这样的现象,同时还伴有剧本荒、档期选择模糊、缺乏市场化导向等方面的问题,因此,在聚焦本土化的同时,我们要学习好莱坞电影产业成功背后的真正支持要素及其营销模式,我国的电影产业才能走的更高更远。
[Abstract]:Film, as a special product, has its own distinctive characteristics: price instability, value uncertainty, nonexpendable, and so on, in addition to the complexity of the consumer market today, consumer consumption habits are elusive, Traditional marketing methods have been stretched in film marketing, so the intervention of integrated marketing communication is the trend of the times, and Hollywood film is undoubtedly a model of successful practice of integrated marketing communication. In addition to the traditional classic integrated marketing communication 4C practice, Hollywood movies have their own unique mode of operation in the aspects of precision communication, market-oriented integration, relationship marketing and so on. Hollywood film, on the one hand, carries on the practice to the integrated marketing communication, at the same time presents the certain profession characteristic. Hollywood films play an important role in the global market in terms of the number of screens, box office and influence. Its success includes political, economic, cultural and other factors, in addition to its own unique advantages. Its winning magic-integrated marketing means of communication is also worthy of our exploration. As a film brand with great value potential, Hollywood film brand success is the result of respect for the basic rules of the market and the principle of maximum benefit: based on the needs of the market (audience), Any link in the process of film creation, marketing and promotion revolves around the market and the overall brand strategy. At the same time, the "halo effect" is used to extend the brand value of the film. Through the practice of the theory of integrated marketing communication, Hollywood film has formed its own mature business operation mode: through the full integration of content and market, it can maximize the benefit and shape its strong film brand image. At the same time, the mining of film value covers the entire film industry system. Today, when the importance of cultural soft power is being paid more and more attention to, many countries have tried to imitate the marketing strategies and means of Hollywood films, but they have never been able to replicate their success. It is because we have been imitating Hollywood in appearance and phenomenon, without really understanding the operating mechanism and marketing model behind it. This phenomenon also exists in the film industry of our country. At the same time, there are also problems in the aspects of script shortage, vague choice of schedule, lack of market-oriented orientation, and so on. Therefore, while focusing on localization, We need to learn the real supporting factors and marketing model behind the success of Hollywood film industry, so that the film industry of our country can go higher and farther.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

【参考文献】