高概念:“小黄人”系列电影创意中的营销

发布时间：2018-02-22 15:25

本文关键词： “小黄人” 高概念营销挂钩点创新技术瓶颈投融资体系改革　出处：《四川戏剧》2017年02期 　论文类型：期刊论文

【摘要】：好莱坞电影产业以营销指导创意的运营模式使高概念电影大发展。“小黄人”系列电影有着典型的高概念特征,制作方在其创意中设置了一系列营销挂钩点,这些以营销为导向的创意环节保证了电影在商业上的成功,也给中国动画电影内容精品化的实现与发展带来启示:中国动画电影应根据国外市场和国内市场的目标定位,有选择地使用和处理普适与特色题材;平衡借鉴与创新,对普通人的当下生活进行关怀,追求叙事创新;进行投融资体系改革,构建多元投融资体系。
[Abstract]:The Hollywood film industry has developed high-concept films with a marketing guided creative operating model. The "Little Yellow Man" series has a typical high concept feature, and producers have set up a series of marketing links in their ideas. These market-oriented creative links ensure the commercial success of the film, and also bring enlightenment to the realization and development of the fine content of the Chinese animation film: the Chinese animation film should be positioned according to the target of the foreign market and the domestic market. Selectively use and deal with universal and characteristic themes; balance reference and innovation, care for the current life of ordinary people, pursue narrative innovation; carry out the reform of investment and financing system, and build a diversified investment and financing system.
【作者单位】：河南平顶山学院新闻与传播学院;中国海洋大学管理学院;

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