周星驰导演电影的整合营销传播研究（2016-2017）

发布时间：2018-06-14 10:43

本文选题：周星驰导演 + 电影　；参考：《重庆工商大学》2017年硕士论文

【摘要】：电影整合营销传播概念早在20世纪80年代以前就已经开始萌生,之后不断发展完善成熟,后经由好莱坞漂洋过海来到国内,为我国电影的营销之路提供了实实在在的解决之道。虽然21世纪后很多电影从业人员在电影推广及营销方面进行了大量的尝试,也试图在电影营销中融入整合营销传播的理念,但由于我国在整合营销上接触较晚,还处于初步探索阶段,营销模式未成系统,于是如何有效的运用整合营销传播,并确立适应中国市场的整合营销传播运作模式,成为国产电影发展过程中的重大议题。周星驰导演2016年春节档电影《美人鱼》上映首日票房累计2.8亿,最终以33.89亿的总票房,登顶中国电影票房冠军宝座;周星驰导演2017年春节档电影《西游·伏妖篇》上映首日票房破3亿,再刷历史新高,更是开创中国影史单日票房的最高记录,令整个电影市场唏嘘震惊。本文的思路是以2016-2017年周星驰导演电影为研究案例,从案例、文本出发建立研究模型,着眼于对具体电影的整合营销传播策略进行全面分析,利用营销学、消费者心理学、传播学和社会学理论,通过具体案例、事例和数据对整个传播过程做深层的解读分析,从微观方面阐述适合中国市场的整合营销传播方法,并重点分析其整合营销传播的具体实施运作方案,阐述由其得出的国内电影整合营销传播的启示,希望能为国产电影整合营销传播带来借鉴意义。本文第一章介绍了研究背景和国内外电影整合营销传播研究综述,分析了研究的方法和意义;第二章综述了国内电影整合营销现状,对传统营销和整合营销理论进行区别分析,可以看出中国电影还不成熟,仍处于初步探索阶段,此外本章还结合案例,对周星驰导演电影各阶段营销策略进行了重点分析;第三章结合具体案例,从核心、横向、纵向等方面重点分析周星驰导演电影的整合营销传播策略;第四章总结周星驰导演电影在整合营销传播过程中优缺点,说明电影整合营销传播的重要作用;第五章总结内地电影整合营销传播过程中存在的问题及解决对策,并阐述由其得出的国内电影整合营销传播的启示;第六章为本文结语。本文结合周星驰导演的电影为成功案例,提出了以消费者为中心、以及时间、空间等横向、纵向整合营销传播运作思路,以便尽快确立适应中国市场的整合营销传播运作模式,希望以此来提高中国电影的竞争力,也为创作者、投资者和营销者提供了一种基于整合营销传播理论的中国电影营销运作思路供其参考。
[Abstract]:The concept of film integrated marketing communication began to sprout as early as 80's in the 20th century, and then developed and matured continuously, and then came to China through Hollywood, which provided a solid solution for the marketing road of Chinese films. Although many film practitioners have made a lot of attempts in the field of film promotion and marketing after the 21st century, they also try to incorporate the concept of integrated marketing into the film marketing, but because of the late contact on integrated marketing in our country, Still in the initial exploration stage, the marketing mode is not systematic, so how to effectively use the integrated marketing communication, and establish the integrated marketing communication mode to adapt to the Chinese market, has become a major issue in the process of the development of domestic films. Zhou Xingchi director of the 2016 Spring Festival movie "Mermaid" in the opening day of the box office accumulated 280 million, finally with 3.389 billion total box office, China's top box office title; Director Zhou Xingchi's 2017 Spring Festival film, "the West Odyssey", opened with a box office break of 300m on its first day, and set a record high in the history of Chinese cinema, which shocked the entire film market. The idea of this paper is to take 2016-2017 Zhou Xingchi film as a case study, set up a research model from case, text, focus on the comprehensive analysis of the integrated marketing communication strategy of specific films, use marketing, consumer psychology, Communication and sociological theory, through specific cases, examples and data to the whole process of communication in-depth interpretation and analysis, from the micro aspects of integrated marketing and communication methods suitable for the Chinese market. It also analyzes the concrete implementation plan of integrated marketing communication and expounds the enlightenment of domestic film integrated marketing communication, hoping to bring reference significance for domestic film integrated marketing communication. The first chapter introduces the research background and the domestic and foreign film integrated marketing communication research summary, analyzes the research method and significance, the second chapter summarizes the domestic film integrated marketing status, and analyzes the traditional marketing and integrated marketing theory. It can be seen that the Chinese film is not mature, still in the initial exploration stage, in addition, this chapter also combined with the case, the marketing strategy of each stage of the Zhou Xingchi film is analyzed emphatically; the third chapter combines the concrete case, from the core, horizontal, The fourth chapter summarizes the advantages and disadvantages of Zhou Xingchi director film in the process of integrated marketing communication, explains the important role of film integrated marketing communication. The fifth chapter summarizes the existing problems and solutions in the process of integrated marketing communication in the mainland, and expounds the enlightenment of domestic integrated marketing communication. Chapter six is the conclusion of this article. Based on the successful case of the film directed by Zhou Xingchi, this paper puts forward the idea of integrating marketing communication in a horizontal and vertical way, such as consumer-centered, time, space and so on, in order to establish an integrated marketing communication mode adapted to the Chinese market as soon as possible. In order to improve the competitiveness of Chinese films, it also provides the creators, investors and marketers with an integrated marketing communication theory based on the Chinese film marketing operation ideas for its reference.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943;F274

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