中国电影病毒式营销研究

发布时间：2018-01-06 12:00

本文关键词：中国电影病毒式营销研究　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年，随着电影产业和互联网的高速发展，电影人的营销意识逐渐增强，一种根植于网络时代人际传播方式的变革的新型营销形式——病毒式营销逐渐成为营销行业的热点。1999年，一部《女巫布莱尔》以100万美元的成本赢得近2.5亿美元的票房，点燃了电影病毒营销的燎原之火。在电影发展的大方向越来越倾向于小制作、小成本的情况下，病毒营销以其低成本、高成效的优势引起电影行业的重视，面对好莱坞电影对国内电影越来越大的冲击，国内越来越多的电影人开始利用病毒营销的方式来推广电影、抢占市场，在此背景下，对国内电影病毒式营销进行研究显得非常必要。本文通过对国内外大量电影病毒营销案例的研究和相关文献资料的分析，对电影病毒式营销的概念进行界定，并从营销市场、主体、渠道和方式四个方面分析其构成要素，得出电影病毒式营销的优势与价值，对于电影行业来说，病毒营销的运用存在稳定电影票价、普及影片文化和产生品牌效应三个方面的价值，与电影的其他营销方式相比，电影病毒营销的营销成本更低、文化色彩更浓、资源整合度更高、宣传效应更为持久。尽管如此，作为一种全新的电影营销模式，在国内电影行业还处于初步尝试阶段，运作较显生硬，存在营销市场不衔接、营销主体不专业、营销客体不合格、营销手法同质化等问题，要真正成熟尚需时日。本文认为，尽管电影病毒营销在国内还是新生事物，但它是未来的一种趋势，其发展潜力不可限量，基于国内电影病毒营销的现状，，通过对好莱坞的成功经验的分析、借鉴，针对国内电影病毒营销中出现的问题，可以从四个方面努力：首先要整合电影票房市场和后产品市场，从电影的制作、发行、放映到后产品开发各方面配合病毒营销，然后培养专业的病毒营销团队，并锁定易感染人群，同时针对他们进行创意营销，同时，在进行病毒营销的过程中，要重视电影品牌营销，从影片质量、系列电影和营销渠道整合三方面把控，对病毒营销的各类资源及其与传统营销进行有效的整合，从而实现电影病毒营销价值的最大化，这也是本文研究的主要目的和意义。
[Abstract]:In recent years, with the rapid development of the film industry and the Internet, film marketing consciousness strengthens gradually, a new form of marketing is rooted in the interpersonal communication in network era, viral marketing has gradually become the focus of the marketing industry in.1999, a "witch Blair" at a cost of $1 million earned nearly $250 million at the box office. The movie lit a prairie fire. Viral marketing in the direction of the film development is more and more inclined to small production, small cost, viral marketing with its low cost, high efficiency advantages attract the attention of the film industry, in the face of Hollywood movies on the domestic film and the impact, more and more domestic film using viral marketing to promote the film, to seize the market, in this context, the domestic film viral marketing research is very necessary.
Based on the analysis of a large number of domestic and foreign film virus marketing case and related literature, defines the concept of the movie viral marketing, and marketing from four aspects, the main channels and methods of analysis of its constituent elements, the advantage and value of viral marketing for the film, the film industry, the use of viral marketing the existence of stable film culture and the film popular fare, produced three aspects of brand value, compared with other methods of marketing the film, marketing costs lower film marketing, cultural colors, a higher degree of integration of resources, the propaganda effect is more lasting. However, as a new marketing mode in the movie. The domestic film industry is still in preliminary stage, the operation is significantly blunt, there is no convergence of marketing, marketing is not the main object of marketing professional, unqualified, homogeneous marketing practices So, to really take time to mature.
This paper argues that, although the film viral marketing is a new thing in China, but it is a trend in the future, the development potential is limitless, the status of domestic film viral marketing based on the reference analysis, through the successful experience of Hollywood, in view of the domestic film in viral marketing problems, can work from four aspects: the first to integrate the movie box office market and product market, issuing from the making of the movie, and added to the product development with all aspects of viral marketing, and cultivate a professional marketing team and lock the virus, infection group, at the same time for their creative marketing, at the same time, in the process of viral marketing, should pay attention to the movie brand marketing, from the quality of the film, film series and marketing channel integration in three aspects to control, all kinds of resources on viral marketing and its effective integration with traditional marketing, so as to realize the power The maximization of the value of the shadow virus marketing is the main purpose and significance of this study.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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