近年来国产商业电影跨媒体营销研究

发布时间：2018-06-10 10:03

本文选题：商业电影 + 跨媒体　；参考：《南昌大学》2017年硕士论文

【摘要】：近几年来,随着我国文化体制逐步变革和电影产业的进一步市场化,国产商业电影迎来了发展的黄金时代。追求高票房成为每一位商业电影制作者的目标。为了吸引更多的观众观看电影,越来越多的电影制片人意识到电影营销的重要性。本文以近年来国产商业电影的跨媒体营销为研究内容。绪论部分主要概述国产商业电影的发展现状和跨媒体营销时代的到来,以及对相关概念的界定。第一章分析近年来国产商业电影跨媒体营销的现状,从不同媒体在电影营销推广中的作用的角度,将新世纪以来国产商业电影营销分为三个阶段:传统媒体为主网络媒体为辅的整合营销期(2002-2010)、新媒体为核心联合传统媒体的整合营销期(2010-2015)和电影质量为中心的跨媒体整合营销期(2015至今)。从政策环境、行业环境、技术环境和社会环境四个方面分析了国产商业电影营销市场的环境。第二章和第三章分别研究了国产商业电影跨媒体营销的类型和特点。本文从媒介信息属性的角度,将媒介分为同质性媒介和异质性媒介,从跨媒体的媒体融合特征出发,将电影的跨媒体营销的类型归纳为三种:电影与同质性媒介的互动营销、电影与异质性媒介的互动营销和电影围绕媒介品牌延伸或传播主题而形成的多媒介互动营销。通过大量的营销案例分析,总结了跨媒体营销的特征:一是新媒体营销凸显重要性;二是营销渠道多样化和网络化;三是目标受众的精准化投放;四是跨界整合营销的营销策略。第四章着重分析,跨媒体时代背景下国产商业电影营销过程中存在的问题并提出解决的对策。
[Abstract]:In recent years, with the gradual change of our country's cultural system and the further marketization of the film industry, domestic commercial films have ushered in a golden age of development. The pursuit of high box office has become the goal of every commercial filmmaker. In order to attract more viewers, more and more filmmakers realize the importance of film marketing. This paper focuses on cross-media marketing of domestic commercial films in recent years. The introduction mainly summarizes the development of domestic commercial films and the arrival of cross-media marketing era, as well as the definition of related concepts. The first chapter analyzes the current situation of cross-media marketing of domestic commercial films in recent years, from the perspective of the role of different media in the promotion of film marketing. The domestic commercial film marketing since the new century is divided into three stages: the integrated marketing period of traditional media mainly supplemented by network media (2002-2010), the integrated marketing period of new media as the core and traditional media (2010-2015) and the intermedia with film quality as the center. Physical integration marketing period from 2015 to now. This paper analyzes the environment of domestic commercial film marketing market from four aspects: policy environment, industry environment, technology environment and social environment. The second and third chapters respectively study the types and characteristics of cross-media marketing of domestic commercial films. This paper divides the media into homogeneous media and heterogeneous media from the point of view of media information attributes. From the media fusion characteristics of cross-media, the types of cross-media marketing of films are classified into three types: interactive marketing between films and homogeneous media. The interactive marketing of film and heterogeneous media and the multi-media interactive marketing formed by the media brand extending or spreading theme. Through the analysis of a large number of marketing cases, this paper summarizes the characteristics of cross-media marketing: first, the importance of new media marketing; second, the diversification and networking of marketing channels; Fourth, cross-border integrated marketing strategy. Chapter four focuses on the analysis of the problems existing in the marketing process of domestic commercial films under the background of cross-media era and puts forward countermeasures to solve them.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

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