2009年以来国产商业电影续集营销手段研究

发布时间：2018-06-29 23:26

本文选题：续集电影 + 营销手段　；参考：《西南交通大学》2013年硕士论文

【摘要】：随着国家实行电影产业化战略,加之好莱坞商业电影市场的冲击,中国电影市场出现了许多新的现象,国产商业电影续集的崛起就是其中之一,爆发增长后的国产商业电影续集总体市场境况表现出终结“2”时代,产业化进程断裂。电影营销手段作为促进国产商业电影续集未来发展的重要因素,在商业电影续集产业化道路上的作用意义非常重大。本论文运用文本分析的方法,试图从电影产品生命周期的角度出发,将2009年以来的22部国产商业电影续集作为研究对象,从国产商业电影续集的可营销元素、加工阶段的营销手段、导入阶段的营销手段、成长与成熟阶段的营销手段、以及衰退阶段的营销手段,全面深入地进行剖析,同时与产业链模式完善的好莱坞商业电影续集进行营销元素以及营销手段的比较分析,研究得出国产商业电影续集在营销手段上的不足,针对其存在的问题,提出切实可行的营销建议。本研究发现,国产商业电影续集类型定位意识薄弱、叙事模式重复单一、片名创意元素繁杂、植入式广告数量众多、联合出品数量繁多、预告片缺乏创新、后产品开发不足等诸多问题；国产商业电影续集必须依托前作品牌影响力增强可营销性,挖掘商业影片续集自身的商业元素；加工阶段以电影的艺术性和娱乐性为原则实现适度营销；导入阶段以网络互动平台为主实现创新营销；成长与成熟阶段以构建网络口碑实现良性营销；衰退阶段注重开发非银幕市场实现拓展营销。
[Abstract]:With the implementation of the national strategy of film industrialization and the impact of the Hollywood commercial film market, there have been many new phenomena in the Chinese film market, among which the rise of domestic commercial film sequels is one of them. The overall market situation of the domestic commercial film sequels after the outburst shows the end of the "2" era and the break of the industrialization process. As an important factor to promote the future development of domestic commercial film sequels, film marketing means plays an important role in the industrialization of commercial film sequels. Based on the method of text analysis, this paper attempts to take 22 domestic commercial film sequels as the research object from the perspective of the film product life cycle, from the marketing elements of the domestic commercial film sequels. The marketing means in the processing stage, the marketing means in the leading stage, the marketing means in the growth and maturity stage, and the marketing means in the recession stage are thoroughly analyzed. At the same time with the industry chain model perfect Hollywood commercial film sequels to carry on the marketing element and the marketing means comparative analysis, the research obtains the domestic commercial movie sequel in the marketing means insufficiency, according to its existence question, Put forward practical marketing suggestions. This study found that domestic commercial film sequels have weak orientation consciousness, single narrative mode, complex creative elements, numerous implantable advertisements, numerous joint productions, and lack of innovation in trailers. The domestic commercial film sequels must rely on the brand influence to enhance the marketability, and to excavate the commercial elements of the commercial film sequels. In the processing stage, the principle of art and entertainment is the principle of moderate marketing; the leading stage is the network interactive platform to realize the innovative marketing; the growth and maturity stage is to construct the network word-of-mouth to achieve sound marketing; Recession stage focuses on the development of non-screen market to achieve marketing expansion.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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