中国电影的社会化媒体营销策略研究
发布时间：2019-06-04 10:58
【摘要】：新媒体时代,数字化技术迅速发展,社会化媒体日益兴盛。社会化媒体碎片化的信息传播模式十分符合当下社会的文化消费特征,因而吸引了越来越多新媒体用户。社会化媒体的传播方式和传播效果是传统媒体无法比拟的,这为中国电影的营销提供了新的思路和平台。在新的媒介环境下,中国电影的营销推广迎来了新的机遇和挑战。 在新的媒介环境下,从理论层面探究中国电影市场营销发展的新现象、新办法、新理念,有助于深入了解当前我国电影市场营销现行机制,对中国电影产业长久、健康、持续地发展繁荣具有现实意义。 本文分为五部分共六个章节。第一部分为绪论。绪论旨在明确本文写作意图及研究价值,总结了学者对中国电影营销及社会化媒体营销的已有研究成果,并对选题相关基本概念进行释义。第二部分为本文第一章。本章对中国电影发展至今的营销活动进行分类梳理,介绍了社会化媒体的产生过程及发展现状,阐明社会化媒体的优势为中国电影营销带来的新机遇。第三部分为本文第二章。这一章节是本文的核心章节,笔者选取社交论坛、微博、微信三个具有代表性的社会化媒体平台,结合典型营销实例,依次分析不同平台中电影营销的具体策略。第四部分为本文第三章和第四章。本部分在分析新媒体环境下中国电影营销实例的基础上,对目前社会化媒体营销策略实施过程中暴露出的问题进行总结,并尝试提出相应解决对策。最后是结论部分。
[Abstract]:In the new media era, digital technology has developed rapidly and social media has flourished day by day. The fragmented information dissemination mode of social media is very in line with the cultural consumption characteristics of the current society, so it attracts more and more new media users. The communication mode and effect of social media are incomparable to those of traditional media, which provides a new way of thinking and platform for the marketing of Chinese films. In the new media environment, the marketing promotion of Chinese films ushered in new opportunities and challenges. Under the new media environment, this paper probes into the new phenomena, new methods and new ideas of the development of Chinese film marketing from the theoretical level, which is helpful to deeply understand the current mechanism of film marketing in China, and to the Chinese film industry for a long time and health. It is of practical significance to develop and prosper continuously. This paper is divided into five parts and six chapters. The first part is the introduction. The purpose of the introduction is to clarify the writing intention and research value of this paper, summarize the existing research results of Chinese film marketing and social media marketing, and explain the basic concepts related to the topic selection. The second part is the first chapter of this paper. This chapter classifies and combs the marketing activities of Chinese films so far, introduces the emergence process and present situation of social media, and expounds the new opportunities brought by the advantages of social media for Chinese film marketing. The third part is the second chapter of this paper. This chapter is the core chapter of this paper. The author selects three representative social media platforms: social forum, Weibo and WeChat. Combined with typical marketing examples, the author analyzes the specific strategies of film marketing in different platforms in turn. The fourth part is the third chapter and the fourth chapter. Based on the analysis of the examples of Chinese film marketing under the new media environment, this part summarizes the problems exposed in the implementation of the current social media marketing strategy, and tries to put forward the corresponding countermeasures. Finally, there is the conclusion.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905-F
本文编号：2492674
[Abstract]:In the new media era, digital technology has developed rapidly and social media has flourished day by day. The fragmented information dissemination mode of social media is very in line with the cultural consumption characteristics of the current society, so it attracts more and more new media users. The communication mode and effect of social media are incomparable to those of traditional media, which provides a new way of thinking and platform for the marketing of Chinese films. In the new media environment, the marketing promotion of Chinese films ushered in new opportunities and challenges. Under the new media environment, this paper probes into the new phenomena, new methods and new ideas of the development of Chinese film marketing from the theoretical level, which is helpful to deeply understand the current mechanism of film marketing in China, and to the Chinese film industry for a long time and health. It is of practical significance to develop and prosper continuously. This paper is divided into five parts and six chapters. The first part is the introduction. The purpose of the introduction is to clarify the writing intention and research value of this paper, summarize the existing research results of Chinese film marketing and social media marketing, and explain the basic concepts related to the topic selection. The second part is the first chapter of this paper. This chapter classifies and combs the marketing activities of Chinese films so far, introduces the emergence process and present situation of social media, and expounds the new opportunities brought by the advantages of social media for Chinese film marketing. The third part is the second chapter of this paper. This chapter is the core chapter of this paper. The author selects three representative social media platforms: social forum, Weibo and WeChat. Combined with typical marketing examples, the author analyzes the specific strategies of film marketing in different platforms in turn. The fourth part is the third chapter and the fourth chapter. Based on the analysis of the examples of Chinese film marketing under the new media environment, this part summarizes the problems exposed in the implementation of the current social media marketing strategy, and tries to put forward the corresponding countermeasures. Finally, there is the conclusion.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905-F
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，本文编号：2492674
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