中国电影院线品牌形象塑造策略研究

发布时间：2018-04-05 17:06

本文选题：电影院线　切入点：院线品牌　出处：《湖南大学》2013年硕士论文

【摘要】：随着社会转型期到来,人们的消费习惯、行为方式及价值理念都发生转变,电影院线市场上逐渐培养起电影文化消费理念。电影虽然是一种特殊的文化产品,但在利润实现上与其它产业有着相同或近似的产业规律。作为电影产业中最重要的终端销售渠道,院线制的改革发展和影院经营管理直接关乎电影产业的利润实现和价值创造,对院线品牌形象塑造的理论思考和案例研究也就具有重要的经济意义和实践指导意义。从长远意义看,对整个中国电影品牌的发展也会起到至关重要的作用。本文主要运用戴维·阿克的品牌形象理论、品牌形象识别系统模型及科特勒的STP理论,研究探讨了电影院线品牌形象塑造策略。按照“中国电影院线品牌的内涵和特征——中国电影院线品牌形象塑造现状——提升中国电影院线的品牌影响力”这一思路,将本文所提出的品牌形象塑造策略进行了实际操作。本文的研究路线是：首先,分析了促使电影院线品牌化发展的直接原因,即中国电影院线的规制变迁,从现阶段院线制改革后产生的不同发展模式,对院线相关概念进行了界定,也对本文所研究的院线品牌进行了界定；其次,基于文献研究和内容分析的方便性、规律化,本文对历年中国电影产业发展报告及电影市场报告等数据资料进行了大量收集和详细分析,从对不同性质院线主体的发展现状中,总结出普遍性的品牌形象塑造存在的问题,进而分析了中国电影院线塑造品牌形象的必要性；再次,本文选取连续五年蝉联院线冠军的万达电影院线作为案例,使用问卷调查法对其品牌形象的构成要素及传播效果进行了定量与定性结合的分析研究,得出万达院线品牌形象的塑造分为三个阶段：一是引导人们把去影院观影当作生活中必不可少的一部分,即“生活因电影更美好”;二是在逐渐培养起一批“万人迷”(万达影迷)时,适时推出“生活因万达影城更美好”的品牌形象诉求；三是将引导电影文化消费与网络社交生活结合,将线上电影讯息互动与线下影院观影结合,慢慢形成一个整合电影、社交、娱乐为一体的网络社会化院线品牌。
[Abstract]:With the coming of the social transformation period, people's consumption habits, behavior patterns and value concepts have all changed, and the film culture consumption concept has been gradually cultivated in the cinema market.Although film is a special cultural product, it has the same or similar industrial laws as other industries in profit realization.As the most important terminal sales channel in the film industry, the reform and development of the hospital line system and the management of cinema are directly related to the realization of profits and the creation of value in the film industry.The theoretical thinking and case study on the brand image of the courtyard line are also of great economic significance and practical significance.From a long-term point of view, the development of the entire Chinese film brand will also play a vital role.This paper mainly uses David Ark's brand image theory, brand image recognition system model and Kotler's STP theory to study and discuss the brand image shaping strategy of cinema line.According to the idea of "the connotation and characteristics of the Chinese cinema brand-the current situation of the image shaping of the Chinese cinema line brand-and the promotion of the brand influence of the Chinese cinema line",This article puts forward the brand image shaping strategy to carry on the actual operation.The research route of this paper is as follows: firstly, this paper analyzes the direct reasons of promoting the development of cinema brand, that is, the regulatory changes of Chinese cinema, and the different development models after the reform of the hospital line system at the present stage.The related concepts of the hospital line are defined, and the brand of the hospital line studied in this paper is also defined. Secondly, based on the convenience of literature research and content analysis,In this paper, the author collected and analyzed a large number of data such as China Film Industry Development report and Film Market report over the years, summed up the problems existing in the universal brand image molding from the current development situation of the main bodies of different kinds of cinema lines.Then it analyzes the necessity of building the brand image of the Chinese cinema chain. Thirdly, this paper selects Wanda Film Academy Line, which has won the title of the cinema line for five consecutive years, as a case study.By using the method of questionnaire, the paper makes a quantitative and qualitative analysis and research on the elements of its brand image and its communication effect.It is concluded that the shaping of Wanda cinema brand image is divided into three stages: one is to guide people to go to the cinema to view the film as an essential part of life, that is, "life is better because of the film";With the combination of online movie information interaction and offline cinema viewing, a network socialized cinema brand integrating film, social and entertainment is gradually formed.
【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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