论冯小刚电影的营销策略

发布时间：2018-01-21 02:19

本文关键词： 冯小刚电影品牌特征营销策略　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：冯小刚作为当今中国电影界的领军人物,他的电影风格多变,叙事魅力独特。他独特的“冯氏喜剧”风格引领了中国喜剧片的潮流,成为了大街小巷喜闻乐见的电影模式。冯小刚的电影票房屡破新高,深究其原因,除却影片本身所表达的喜剧魅力之外,成功的营销策略是他在商业电影方面取得成功的重要原因。本文在对过往冯小刚电影作品进行充分研读的基础之上,首先对中国电影市场现状进行了分析。其次,分析了其电影特征和它的市场选择战略。再次,深入的分析了冯小刚电影的市场营销策略,运用企业营销中的4ps组合理论分析其营销策略,从新颖的角度解构冯小刚电影获得高票房的深层原因。最后,对冯小刚电影对中国电影行业和传媒行业的影响进行了归纳和总结,得出结论认为冯小刚的电影虽然不能复制但是他成功的营销方式是可以为其他人所学习的,是可以复制的,并且阐述了冯小刚电影在中国电影界举足轻重的地位。
[Abstract]:Feng Xiaogang is the leading figure in the Chinese film field. His film style is changeable and his narrative charm is unique. His unique "Feng's comedy" style leads the trend of Chinese comedy. Feng Xiaogang's movie box office has broken new records and studied its reasons, except for the comedy charm expressed by the film itself. Successful marketing strategy is an important reason for his success in commercial film. This paper is based on a thorough study of Feng Xiaogang's film works in the past. First of all, the current situation of the film market in China is analyzed. Secondly, the characteristics of the film and its market choice strategy are analyzed. Thirdly, the marketing strategy of Feng Xiaogang film is deeply analyzed. Using the 4ps combination theory of enterprise marketing to analyze its marketing strategy, from a novel perspective to deconstruct Feng Xiaogang film to achieve high box office deep-seated reasons. Finally. The influence of Feng Xiaogang film on the Chinese film industry and the media industry is summarized and summarized, and the conclusion is drawn that Feng Xiaogang's film can not be copied, but his successful marketing method can be learned by others. Can be copied, and elaborated Feng Xiaogang film in the Chinese film industry pivotal position.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J943

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