我国电影的社交媒体营销研究

发布时间：2018-04-18 15:52

本文选题：中国电影 + 新媒体　；参考：《湖南工业大学》2017年硕士论文

【摘要】：在媒介环境发生急剧变化的当下,社交媒体为中国电影营销带来了新的平台、新的方式和新的契机。社交媒体以其及时互动的信息传播和获取方式、丰富的表达形式、线上线下活动相结合的模式等,深刻地影响着中国电影的营销模式,为我国电影营销和电影宣传开辟了新的思路和新的平台。为了更好地了解电影营销中社交媒体的兴起、发展、运用、问题及未来发展趋势等,本文将从理论层面探究电影营销中社交媒体的新现象、新办法和新理念,以期了解我国电影市场营销中的现行机制、问题和未来发展趋势,对中国电影产业的长远发展有着重要的借鉴意义。本文第一部分对社交媒体的概念以及我国电影社交媒体营销的概念、产生和发展进行较为系统的梳理;第二部分结合中国电影市场实际,分析我国使用社交媒体进行电影营销的优势;第三部分结合具体的电影营销案例,分析社交媒体在电影营销中的具体表现形式;第四部分结合电影市场的实际情况,对电影营销中社交媒体存在的问题进行具体分析,并提出相应的解决意见。结语部分则纵观社交媒体以及新媒体技术的发展趋势,对电影营销中的社交媒体和电影市场未来的发展,做出大胆的预测和假设,为今后电影的制作、发行和推广等环节提供些许借鉴意见。
[Abstract]:At a time when the media environment has changed dramatically, social media has brought new platforms, new ways and new opportunities for Chinese film marketing.Social media, with its timely and interactive way of information dissemination and acquisition, rich forms of expression, and the combination of online and offline activities, has profoundly affected the marketing model of Chinese films.For our film marketing and film publicity opened up a new idea and a new platform.In order to better understand the rise, development, application, problems and future development trend of social media in film marketing, this paper will explore the new phenomena, new methods and new ideas of social media in film marketing.In order to understand the current mechanism, problems and future development trend of China's film marketing, it is of great significance for the long-term development of Chinese film industry.The first part of this paper systematically combs the concept of social media and the concept of film social media marketing in China. The second part combines the reality of Chinese film market.Analyze the advantage of using social media in film marketing in our country; the third part combined with the specific case of film marketing, analyze the specific manifestations of social media in film marketing; the fourth part combined with the actual situation of the film market,The problems of social media in film marketing are analyzed in detail, and the corresponding solutions are put forward.In the conclusion part, we take a broad view of the development trend of social media and new media technology, and make bold predictions and assumptions on the future development of social media and film market in film marketing, in order to make films in the future.Distribution and promotion and other links to provide some advice.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943

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