近十年中国商业电影的营销问题研究
发布时间：2018-11-21 13:09
【摘要】：随着时代的发展、我国经济水平的提高，尤其是近十年，中国商业电影行业迅速繁荣起来，并逐步走向了市场化的道路。在市场经济的竞争中，营销水平的优劣直接关系着整部电影的成败，继而影响导演的再拍摄。一部优秀的电影作品，脱离了优秀的电影营销，恐怕在当今这个作品辈出的时代，也是无人问津的。 近十年来，电影融资方式不断创新，整合营销取得了初步发展，各式各样新兴的电影促销方式层出不穷，也给不同的电影作品带来了不同程度的经济、文化效益，相当可观。但我国的电影营销目前仍处于较低水平，有着各式各样的问题存在。从营销策略方面来看：中国商业电影创作本身存在问题；电影定价与观众的支付能力错位；后电影市场开发不充分；拙劣的电影促销手段削弱了电影自身的艺术性等。从营销理念方面来看：营销者对观众现实和潜在的需要把握不准确；电影观众的时间和精力成本过高；电影与观众之间的便利性有待提高；电影营销缺乏与观众有效的沟通和互动等。这一系列问题伴随着中国商业电影营销的发展而日益凸显，从各个方面对其产生了不利影响。 正视中国商业电影营销中存在的问题，并探求可行的对策，对于整个中国电影产业，都具有深远的意义。中国商业电影营销者应以市场为导向，切实完善营销策略：提高中国商业电影本身的创作水平；协调商业电影定价与观众的支付能力；充分开发中国后电影市场；优化电影促销手段，保鲜商业电影的艺术性。同时，以消费者为核心，积极创新营销理念：准确把握观众观影的现实和潜在需要；降低观众的时间和精力成本；提高电影与观众间的便利程度；确保电影营销与观众间有效的沟通和互动。此外，，应当提倡健康的电影营销文化，正确引导文化价值走向：适当弱化电影营销的经济目的，注重其文化艺术内涵；提高行业人员的文化艺术水平，营造良好的营销氛围。
[Abstract]:With the development of the times and the improvement of the economic level of our country, especially in the past ten years, the commercial film industry in China has flourished rapidly and gradually moved to the road of marketization. In the competition of market economy, the quality of marketing level is directly related to the success or failure of the whole film, and then affects the director's re-shooting. An excellent film works, divorced from excellent film marketing, I am afraid in the present generation of works, but also no one. In the past ten years, the mode of film financing has been innovated constantly, the integrated marketing has made a preliminary development, and various kinds of new ways of promoting films emerge endlessly, which also bring different degrees of economic and cultural benefits to different film works, which are quite considerable. However, film marketing in China is still at a low level, and there are various problems. From the point of view of marketing strategy, there are some problems in Chinese commercial film creation; the mismatch between film pricing and audience's ability to pay; the insufficient development of post-film market; the poor means of promoting films weaken the artistry of the film itself, and so on. From the point of view of marketing concept, the marketers' grasp of the audience's realistic and potential needs is inaccurate, the time and energy cost of the film audience is too high, the convenience between the film and the audience needs to be improved; Film marketing lacks effective communication and interaction with the audience. This series of problems along with the development of Chinese commercial film marketing increasingly prominent, from various aspects of its adverse impact. Facing up to the problems existing in Chinese commercial film marketing and exploring feasible countermeasures are of profound significance to the whole Chinese film industry. The marketers of Chinese commercial films should take the market as the guidance and improve the marketing strategies: to improve the creative level of the Chinese commercial films, to coordinate the pricing of the commercial films and the affordability of the audience, to fully develop the Chinese post-movie market; Optimize the means of film promotion and keep the art of commercial films fresh. At the same time, take the consumer as the core, positively innovate the marketing idea: accurately grasps the audience to view the movie the reality and the potential need, reduces the audience time and the energy cost, enhances the movie and the audience convenience degree; Ensure effective communication and interaction between film marketing and audience. In addition, we should advocate healthy film marketing culture, guide the cultural value correctly: weaken the economic purpose of film marketing properly, pay attention to its cultural and artistic connotation, improve the cultural and artistic level of professional personnel, and create a good marketing atmosphere.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J943
本文编号：2347043
[Abstract]:With the development of the times and the improvement of the economic level of our country, especially in the past ten years, the commercial film industry in China has flourished rapidly and gradually moved to the road of marketization. In the competition of market economy, the quality of marketing level is directly related to the success or failure of the whole film, and then affects the director's re-shooting. An excellent film works, divorced from excellent film marketing, I am afraid in the present generation of works, but also no one. In the past ten years, the mode of film financing has been innovated constantly, the integrated marketing has made a preliminary development, and various kinds of new ways of promoting films emerge endlessly, which also bring different degrees of economic and cultural benefits to different film works, which are quite considerable. However, film marketing in China is still at a low level, and there are various problems. From the point of view of marketing strategy, there are some problems in Chinese commercial film creation; the mismatch between film pricing and audience's ability to pay; the insufficient development of post-film market; the poor means of promoting films weaken the artistry of the film itself, and so on. From the point of view of marketing concept, the marketers' grasp of the audience's realistic and potential needs is inaccurate, the time and energy cost of the film audience is too high, the convenience between the film and the audience needs to be improved; Film marketing lacks effective communication and interaction with the audience. This series of problems along with the development of Chinese commercial film marketing increasingly prominent, from various aspects of its adverse impact. Facing up to the problems existing in Chinese commercial film marketing and exploring feasible countermeasures are of profound significance to the whole Chinese film industry. The marketers of Chinese commercial films should take the market as the guidance and improve the marketing strategies: to improve the creative level of the Chinese commercial films, to coordinate the pricing of the commercial films and the affordability of the audience, to fully develop the Chinese post-movie market; Optimize the means of film promotion and keep the art of commercial films fresh. At the same time, take the consumer as the core, positively innovate the marketing idea: accurately grasps the audience to view the movie the reality and the potential need, reduces the audience time and the energy cost, enhances the movie and the audience convenience degree; Ensure effective communication and interaction between film marketing and audience. In addition, we should advocate healthy film marketing culture, guide the cultural value correctly: weaken the economic purpose of film marketing properly, pay attention to its cultural and artistic connotation, improve the cultural and artistic level of professional personnel, and create a good marketing atmosphere.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J943
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