《小时代》系列电影整合营销传播研究

发布时间：2018-04-21 23:08

本文选题：《小时代》 + 整合营销传播　；参考：《江西财经大学》2016年硕士论文

【摘要】：《小时代》系列电影是经同名小说改编制作而成。系列影片上映后共斩获了近18亿的票房收入,成功刷新了国产系列电影的多项纪录。然而反常的是,该系列电影存在低口碑弥漫的现象。本文以《小时代》系列电影为研究对象,从整合营销传播理论视角出发,剖析影片在传播内容、传播渠道、传播受众以及传播主体的整合传播策略,并深入分析和总结了影片的整合营销传播特点:第一,抓住新媒体,发动粉丝传播。新媒体的平民化和广泛性特点让受众的信息接触程度更高,同时新媒体也给予了受众自发传播的平台;第二,以观众为中心,注重传播沟通互动。通过与受众的互动沟通,能够拉近明星与受众之间的距离,增强明星亲和力,从而激发受众的自主传播欲望;第三,精准定位,品牌联动传播。在大数据的时代,只有基于受众数据库,才能准确把握受众的偏好和需求。《小时代》影片通过大量数据调查和研究,其目标受众最终被确定为15岁至25岁的青少年群体。在传播的过程中,营销团队还利用明星导演和主演的品牌影响力,吸引了大量粉丝观众。票房收入关乎影片营销传播的成败。本文通过分析《小时代》系列电影的单片同期票房效果以及系列票房效果,总结了该系列电影的成功与不足之处,并对其口碑效果进行了探究。影片的烂口碑没有阻挡票房的增长,实际上取决于受众的消费心理。一直以来,《小时代》系列电影宣扬的物质主义价值观都为人诟病,其很大程度上制约了影片的传播。电影作为一种文化产品,承担着文化传递的责任,而《小时代》却违背社会主义主流价值观,导致影片质量经不起考察。本文通过分析《小时代》影片的整合营销传播策略、特点及其传播制约因子,并联系国内电影产业的发展现状,总结了五点启示:第一,内容与形式创新并重是影片效益的重要保证;第二,将影片做成文化产业是电影产业可持续发展的重要目标;第三,整合营销传播是营销传播创新的重要手段;第四,粉丝传播是电影营销传播中的重要力量;第五,新媒体平台是电影营销传播的重要阵地。
[Abstract]:"Small times" films are adapted from the same name novel. After the series, a total of nearly 1 billion 800 million of box office receipts were captured, and many records of domestic films were successfully refreshed. However, it was unusual that the series of films had a low word of mouth. From the perspective of sowing theory, this paper analyzes the integrated communication strategies of the film in communication content, communication channels, the communication of the audience and the subject of communication, and analyzes and summarizes the characteristics of the integrated marketing communication of the film. First, seize the new media and launch the fan transmission. The popular and extensive characteristics of the new media make the audience more information contact, and the same degree of information contact with the audience, and the same degree of information contact with the audience. The new media also gives the platform for the audience to communicate spontaneously; second, focus on the audience, pay attention to communication and interaction. Through interaction with the audience, it can close the distance between the stars and the audience, enhance the affinity of stars, and stimulate the desire of the audience to communicate independently; third, accurate positioning, brand linkage communication. In the era of big data. It is only based on the audience database to accurately grasp the audience's preferences and needs. In the small era, the target audience is finally identified as a group of 15 to 25 years old. In the course of communication, the marketing team also uses the brand influence of star director and starring, attracting a large number of fans. The box office income is related to the success or failure of the film marketing communication. Through the analysis of the effect of the single period box office and the effect of a series of box office, this paper sums up the success and inadequacies of the series of films, and explores the effect of its word-of-mouth. The film's bad reputation does not stop the growth of the box office, but it is actually dependent on the audience. Consumer psychology. All the time, the materialist values advocated in the series of small times have been criticized by people, which greatly restricts the transmission of the film. As a cultural product, the film bears the responsibility of cultural transmission, while the small era violates the mainstream values of socialism, which leads to the failure of the film's quality to be investigated. This article passes through this article. Analysis of the integrated marketing communication strategy of "small time", characteristics and communication constraints, and the development of domestic film industry, summed up the five points of Enlightenment: first, the content and the form of innovation equal importance is the guarantee of the efficiency of the film; second, the film industry is an important target for the sustainable development of the film industry; third, Integrated marketing communication is an important means of marketing communication innovation; fourth, the fan communication is an important force in the film marketing communication; fifth, the new media platform is the important position of the film marketing communication.

【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J943;F274

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