给电影媒体的名义初探—电影媒体的整合营销初探

发布时间：2018-11-18 22:08

【摘要】：电影是一种艺术,也是一种媒体。进入21世纪之后,中国电影产业进入了一个高速发展的时期,产业链日渐完善、产量和质量都有了较大的提升,社会各界,商业资本都对电影投入了高度的关注,这正是电影及周边产业发展的黄金时期。电影的媒体作用从电影发明伊始就开始被发掘,在电影产业高度发达的好莱坞,电影与广告的结合已经有相当成熟的历史。只是在我国,电影作为一个媒体的作用至今仍被低估,电影的广告价值有待人们去认识和挖掘。本文从电影的传播学特征入手展开分析,论证了电影作为一个新媒体所具有的独特媒体特征、及利用这些特征,电影媒体具有区别于其他媒体的优势和独特的传播手段。在接下去的第三章中,我分析了中国电影产业发展的现状和电影受众的特点,引出电影广告在中国的发展现状,这是电影广告发展的行业背景。中国电影的发展需要引入整合营销的概念,电影媒体也需要整合发展,在第四章中我对这两个概念进行了辨析,事实上,电影媒体潜力的开发,是电影整合营销中重要的一部分。在这一章中我主要介绍了国内电影媒体整合现状,继而在第五章中,着重分析了国内电影媒体营销的具体手段及其发展演变的过程,为广告和电影的双向联谊提供具体的操作建议。在分析了电影作为一种媒体的优势和局限之后,我对这一新兴的广告媒介的发展前景进行了展望,这是一块有待开发的蛋糕,利润的空间仍然相当可观。当然也需要对目前发展当中所出现的问题有所警惕,以防止进一步扩大,危害行业的可持续发展。
[Abstract]:Film is an art as well as a medium. After entering the 21st century, China's film industry has entered a period of rapid development, the industrial chain is increasingly perfect, the output and quality have been greatly improved, and all sectors of society and commercial capital have invested a high degree of attention to the film. This was the golden age of film and its surrounding industries. The media function of the film has been discovered since the invention of the film. In Hollywood, where the film industry is highly developed, the combination of film and advertising has a rather mature history. Only in China, the role of film as a media is still underestimated, the advertising value of film needs to be recognized and excavated. Based on the analysis of the characteristics of film communication, this paper demonstrates the unique media characteristics of film as a new media, and uses these characteristics to distinguish the film media from other media and the unique means of communication. In the next chapter, I analyze the development of Chinese film industry and the characteristics of the audience, leading to the development of film advertising in China, which is the industry background of the development of film advertising. The development of Chinese film needs to introduce the concept of integrated marketing, and the film media also needs to integrate and develop. In the fourth chapter, I differentiate these two concepts. In fact, the development of the potential of film media. Is an important part of integrated film marketing. In this chapter, I mainly introduce the current situation of domestic film media integration, and then in the fifth chapter, I focus on the analysis of the specific means of domestic film media marketing and the process of its development and evolution. To provide specific operational advice for advertising and film-based two-way fellowship. After analyzing the advantages and limitations of film as a kind of media, I look forward to the development prospect of this new advertising medium. This is a cake to be developed, and the profit space is still considerable. Of course, we also need to be alert to the problems in the current development to prevent further expansion and harm to the sustainable development of the industry.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J943.1

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