本文關鍵詞： 電影 電影營銷 病毒式營銷 傳播策略　出處：《山東師范大學》2012年碩士論文　論文類型：學位論文

【摘要】：近些年，隨著互聯(lián)網(wǎng)的蓬勃發(fā)展，一種以網(wǎng)絡為主要傳播載體的新型營銷形式——病毒式營銷逐漸成為營銷行業(yè)的一大熱點。隨著1999年電影《女巫布萊爾》對病毒營銷的成功運用，病毒式營銷開始引起電影行業(yè)的重視，越來越多的電影營銷者用這種方式來推廣電影，病毒式營銷也成為近些年電影產(chǎn)業(yè)學術研究的熱點。電影營銷者可以充分利用各類網(wǎng)絡媒體資源為影片宣傳造勢，一方面使網(wǎng)民對影片產(chǎn)生積極正面的認識，另一方面盡可能擴大影片信息的傳播范圍。影片口碑的好壞和信息到達率都能夠直接影響票房收入的高低，所以在電影營銷的過程中樹立“病毒傳播”的營銷理念是必要的。 如果單論傳播效果，國內特殊的網(wǎng)絡環(huán)境決定了病毒式營銷在中國的傳播效果要比國外突出。作為一種新興的營銷手段，病毒式營銷在國內電影的推廣和應用方面存在巨大潛力和優(yōu)勢。但目前，病毒營銷在國內電影行業(yè)還處于初步嘗試階段，只有為數(shù)不多的一些中小成本影片取得過成功。同時，從理論層面看，關于病毒營銷在電影產(chǎn)業(yè)中的運用，國內外理論研究較不成熟，其理論研究則停留在宏觀層面的簡單分析，，還比較缺乏嚴密的理論體系和理論深度,一般僅僅止步于對電影病毒營銷的個案分析上;在實踐方面，國內也缺乏專業(yè)營銷團隊和人才，即便影片采用這一營銷手段，但想達到高性價比的傳播效果也絕非易事。國內對電影病毒式營銷迫切需要系統(tǒng)理論指導和實踐操作參考，這就留給筆者很大的研究空間。 按照以上的思路，本文主要從五個部分進行分析和論述。緒論主要闡述了本課題研究的背景和歷史意義，梳理了目前國內已有的研究成果，并且分析了其不足之處，提出了本論文的理論框架、研究方法以及論文的創(chuàng)新點；第一章介紹病毒式營銷的起源和發(fā)展，梳理和界定了病毒式營銷的概念，然后通過與傳統(tǒng)營銷和口碑營銷的比較，分析出病毒式營銷自身特點，并進一步闡述當前WEB2.0環(huán)境下病毒式營銷的新特征；第二章主要是通過對我國電影行業(yè)發(fā)展歷程的簡單梳理，指出我國電影營銷的發(fā)展狀況和營銷模式的嬗變，在此背景下進一步指出了病毒式營銷在我國電影營銷中的具體運用情況；第三章主要是通過對病毒式營銷的機會分析，從電影類型、影片質量和口碑、目標受眾、電影檔期這幾個方面闡述了病毒式營銷在電影營銷中成功運用的前提條件；第四章是本文的重點章節(jié)，本章利用傳播學中的5W傳播理論作為框架支撐，結合我國電影行業(yè)營銷實際情況，設計出一整套完整的病毒式營銷傳播策略，期望能夠為我國電影病毒式營銷發(fā)展提供具有一定參考價值的建議，這也是本論文研究的主要目的和意義。
[Abstract]:In recent years, with the vigorous development of the Internet, Viral marketing, a new form of marketing with the Internet as the main carrier of communication, has gradually become a hot spot in the marketing industry. With the successful use of viral marketing in the film "the Witch Blair" in 1999, Viral marketing has begun to attract the attention of the film industry, more and more film marketers use this way to promote the film, Viral marketing has also become a hot topic of academic research in the film industry in recent years. Movie marketers can make full use of all kinds of network media resources to promote and promote films. On the one hand, they can make Internet users have a positive understanding of the film. On the other hand, it is necessary to establish the marketing idea of "virus spread" in the process of film marketing. If we discuss the effect of communication alone, the special network environment in China determines that viral marketing is more effective in China than abroad. As a new marketing method, Viral marketing has great potential and advantages in the promotion and application of domestic films. But at present, viral marketing is still in the initial stage of trial in the domestic film industry, and only a few small and medium cost films have been successful. From a theoretical point of view, on the application of viral marketing in the film industry, the domestic and foreign theoretical research is relatively immature, its theoretical research stays at the macro level simple analysis, but also lacks the rigorous theoretical system and theoretical depth. Generally speaking, it only stops at the case study of viral marketing in films. In practice, there is also a lack of professional marketing teams and talents in China, even if the film uses this marketing method. However, it is not easy to achieve the communication effect of high performance-to-price ratio. Domestic viral marketing urgently needs systematic theoretical guidance and practical reference, which leaves the author with great research space. According to the above thinking, this paper mainly analyzes and discusses from five parts. The introduction mainly describes the background and historical significance of this research, combs the existing research results in China, and analyzes its shortcomings. The first chapter introduces the origin and development of viral marketing, combs and defines the concept of viral marketing, and then compares with traditional marketing and word-of-mouth marketing. This paper analyzes the characteristics of viral marketing, and further expounds the new characteristics of viral marketing under the current WEB2.0 environment. This paper points out the development of film marketing in our country and the evolution of marketing mode. Under this background, it further points out the concrete application of viral marketing in film marketing in China. Chapter three mainly analyzes the opportunity of viral marketing. From the aspects of film type, film quality and word-of-mouth, target audience, film grade, this paper expounds the premise of successful application of viral marketing in film marketing. Chapter 4th is the key chapter of this paper. This chapter uses the 5W communication theory in the communication science as the frame support, unifies our country movie industry marketing actual situation, designs a whole set of complete virus marketing communication strategy, It is expected to provide some valuable suggestions for the development of viral marketing in China, which is also the main purpose and significance of this paper.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J943.1

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