本文選題：周星馳導(dǎo)演 + 電影��； 參考：《重慶工商大學(xué)》2017年碩士論文

【摘要】：電影整合營銷傳播概念早在20世紀80年代以前就已經(jīng)開始萌生,之后不斷發(fā)展完善成熟,后經(jīng)由好萊塢漂洋過海來到國內(nèi),為我國電影的營銷之路提供了實實在在的解決之道。雖然21世紀后很多電影從業(yè)人員在電影推廣及營銷方面進行了大量的嘗試,也試圖在電影營銷中融入整合營銷傳播的理念,但由于我國在整合營銷上接觸較晚,還處于初步探索階段,營銷模式未成系統(tǒng),于是如何有效的運用整合營銷傳播,并確立適應(yīng)中國市場的整合營銷傳播運作模式,成為國產(chǎn)電影發(fā)展過程中的重大議題。周星馳導(dǎo)演2016年春節(jié)檔電影《美人魚》上映首日票房累計2.8億,最終以33.89億的總票房,登頂中國電影票房冠軍寶座;周星馳導(dǎo)演2017年春節(jié)檔電影《西游·伏妖篇》上映首日票房破3億,再刷歷史新高,更是開創(chuàng)中國影史單日票房的最高記錄,令整個電影市場唏噓震驚。本文的思路是以2016-2017年周星馳導(dǎo)演電影為研究案例,從案例、文本出發(fā)建立研究模型,著眼于對具體電影的整合營銷傳播策略進行全面分析,利用營銷學(xué)、消費者心理學(xué)、傳播學(xué)和社會學(xué)理論,通過具體案例、事例和數(shù)據(jù)對整個傳播過程做深層的解讀分析,從微觀方面闡述適合中國市場的整合營銷傳播方法,并重點分析其整合營銷傳播的具體實施運作方案,闡述由其得出的國內(nèi)電影整合營銷傳播的啟示,希望能為國產(chǎn)電影整合營銷傳播帶來借鑒意義。本文第一章介紹了研究背景和國內(nèi)外電影整合營銷傳播研究綜述,分析了研究的方法和意義;第二章綜述了國內(nèi)電影整合營銷現(xiàn)狀,對傳統(tǒng)營銷和整合營銷理論進行區(qū)別分析,可以看出中國電影還不成熟,仍處于初步探索階段,此外本章還結(jié)合案例,對周星馳導(dǎo)演電影各階段營銷策略進行了重點分析;第三章結(jié)合具體案例,從核心、橫向、縱向等方面重點分析周星馳導(dǎo)演電影的整合營銷傳播策略;第四章總結(jié)周星馳導(dǎo)演電影在整合營銷傳播過程中優(yōu)缺點,說明電影整合營銷傳播的重要作用;第五章總結(jié)內(nèi)地電影整合營銷傳播過程中存在的問題及解決對策,并闡述由其得出的國內(nèi)電影整合營銷傳播的啟示;第六章為本文結(jié)語。本文結(jié)合周星馳導(dǎo)演的電影為成功案例,提出了以消費者為中心、以及時間、空間等橫向、縱向整合營銷傳播運作思路,以便盡快確立適應(yīng)中國市場的整合營銷傳播運作模式,希望以此來提高中國電影的競爭力,也為創(chuàng)作者、投資者和營銷者提供了一種基于整合營銷傳播理論的中國電影營銷運作思路供其參考。
[Abstract]:The concept of film integrated marketing communication began to sprout as early as 80's in the 20th century, and then developed and matured continuously, and then came to China through Hollywood, which provided a solid solution for the marketing road of Chinese films. Although many film practitioners have made a lot of attempts in the field of film promotion and marketing after the 21st century, they also try to incorporate the concept of integrated marketing into the film marketing, but because of the late contact on integrated marketing in our country, Still in the initial exploration stage, the marketing mode is not systematic, so how to effectively use the integrated marketing communication, and establish the integrated marketing communication mode to adapt to the Chinese market, has become a major issue in the process of the development of domestic films. Zhou Xingchi director of the 2016 Spring Festival movie "Mermaid" in the opening day of the box office accumulated 280 million, finally with 3.389 billion total box office, China's top box office title; Director Zhou Xingchi's 2017 Spring Festival film, "the West Odyssey", opened with a box office break of 300m on its first day, and set a record high in the history of Chinese cinema, which shocked the entire film market. The idea of this paper is to take 2016-2017 Zhou Xingchi film as a case study, set up a research model from case, text, focus on the comprehensive analysis of the integrated marketing communication strategy of specific films, use marketing, consumer psychology, Communication and sociological theory, through specific cases, examples and data to the whole process of communication in-depth interpretation and analysis, from the micro aspects of integrated marketing and communication methods suitable for the Chinese market. It also analyzes the concrete implementation plan of integrated marketing communication and expounds the enlightenment of domestic film integrated marketing communication, hoping to bring reference significance for domestic film integrated marketing communication. The first chapter introduces the research background and the domestic and foreign film integrated marketing communication research summary, analyzes the research method and significance, the second chapter summarizes the domestic film integrated marketing status, and analyzes the traditional marketing and integrated marketing theory. It can be seen that the Chinese film is not mature, still in the initial exploration stage, in addition, this chapter also combined with the case, the marketing strategy of each stage of the Zhou Xingchi film is analyzed emphatically; the third chapter combines the concrete case, from the core, horizontal, The fourth chapter summarizes the advantages and disadvantages of Zhou Xingchi director film in the process of integrated marketing communication, explains the important role of film integrated marketing communication. The fifth chapter summarizes the existing problems and solutions in the process of integrated marketing communication in the mainland, and expounds the enlightenment of domestic integrated marketing communication. Chapter six is the conclusion of this article. Based on the successful case of the film directed by Zhou Xingchi, this paper puts forward the idea of integrating marketing communication in a horizontal and vertical way, such as consumer-centered, time, space and so on, in order to establish an integrated marketing communication mode adapted to the Chinese market as soon as possible. In order to improve the competitiveness of Chinese films, it also provides the creators, investors and marketers with an integrated marketing communication theory based on the Chinese film marketing operation ideas for its reference.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J943;F274

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本文編號：2017111