發(fā)布時間：2018-03-28 07:06

  本文選題：品牌營銷戰(zhàn)略　切入點：營銷溝通　出處：《對外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：中國電影產(chǎn)業(yè)近十年進(jìn)入了飛速發(fā)展階段,截止2016年12月中國電影銀幕數(shù)量首次超越美國排名全球第一,2016年全國電影總票房超過457億元。在此大趨勢下電影技術(shù)廠商對中國市場的爭奪異常激烈。本文對3D電影放映設(shè)備廠商RealD公司在中國市場發(fā)展的品牌營銷戰(zhàn)略進(jìn)行研究和分析,基于中國電影或3D電影消費者觀影行為,闡述RealD品牌如何在高速發(fā)展的院線市場獲得院線和電影消費者的肯定和品牌擴(kuò)張計劃,以及對商業(yè)院線的營銷溝通策略。在品牌成長的不同階段,采取針對于電影院線、電影觀影者不同的營銷策略。
[Abstract]:China's film industry has entered a rapid development stage in the past ten years. As of December 2016, the number of Chinese films surpassed the United States for the first time in the world, and the total national box office in 2016 exceeded 45.7 billion yuan. Under this trend, the competition for the Chinese market by film technology manufacturers is extremely fierce. The research and analysis of the brand marketing strategy of film screening equipment manufacturer RealD Company in the Chinese market. Based on the behavior of Chinese film or 3D movie consumers, this paper expounds how the RealD brand can gain the affirmation and brand expansion plan of the cinema and movie consumers in the rapidly developing cinema market. In the different stages of brand growth, different marketing strategies are adopted for movie theater and movie viewer.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.6;F274
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本文編號：1675253