【摘要】：隨著時(shí)代的發(fā)展、我國(guó)經(jīng)濟(jì)水平的提高，尤其是近十年，中國(guó)商業(yè)電影行業(yè)迅速繁榮起來(lái)，并逐步走向了市場(chǎng)化的道路。在市場(chǎng)經(jīng)濟(jì)的競(jìng)爭(zhēng)中，營(yíng)銷水平的優(yōu)劣直接關(guān)系著整部電影的成敗，繼而影響導(dǎo)演的再拍攝。一部?jī)?yōu)秀的電影作品，脫離了優(yōu)秀的電影營(yíng)銷，恐怕在當(dāng)今這個(gè)作品輩出的時(shí)代，也是無(wú)人問(wèn)津的。 近十年來(lái)，電影融資方式不斷創(chuàng)新，整合營(yíng)銷取得了初步發(fā)展，各式各樣新興的電影促銷方式層出不窮，也給不同的電影作品帶來(lái)了不同程度的經(jīng)濟(jì)、文化效益，相當(dāng)可觀。但我國(guó)的電影營(yíng)銷目前仍處于較低水平，有著各式各樣的問(wèn)題存在。從營(yíng)銷策略方面來(lái)看：中國(guó)商業(yè)電影創(chuàng)作本身存在問(wèn)題；電影定價(jià)與觀眾的支付能力錯(cuò)位；后電影市場(chǎng)開(kāi)發(fā)不充分；拙劣的電影促銷手段削弱了電影自身的藝術(shù)性等。從營(yíng)銷理念方面來(lái)看：營(yíng)銷者對(duì)觀眾現(xiàn)實(shí)和潛在的需要把握不準(zhǔn)確；電影觀眾的時(shí)間和精力成本過(guò)高；電影與觀眾之間的便利性有待提高；電影營(yíng)銷缺乏與觀眾有效的溝通和互動(dòng)等。這一系列問(wèn)題伴隨著中國(guó)商業(yè)電影營(yíng)銷的發(fā)展而日益凸顯，從各個(gè)方面對(duì)其產(chǎn)生了不利影響。 正視中國(guó)商業(yè)電影營(yíng)銷中存在的問(wèn)題，并探求可行的對(duì)策，對(duì)于整個(gè)中國(guó)電影產(chǎn)業(yè)，都具有深遠(yuǎn)的意義。中國(guó)商業(yè)電影營(yíng)銷者應(yīng)以市場(chǎng)為導(dǎo)向，切實(shí)完善營(yíng)銷策略：提高中國(guó)商業(yè)電影本身的創(chuàng)作水平；協(xié)調(diào)商業(yè)電影定價(jià)與觀眾的支付能力；充分開(kāi)發(fā)中國(guó)后電影市場(chǎng)；優(yōu)化電影促銷手段，保鮮商業(yè)電影的藝術(shù)性。同時(shí)，以消費(fèi)者為核心，積極創(chuàng)新?tīng)I(yíng)銷理念：準(zhǔn)確把握觀眾觀影的現(xiàn)實(shí)和潛在需要；降低觀眾的時(shí)間和精力成本；提高電影與觀眾間的便利程度；確保電影營(yíng)銷與觀眾間有效的溝通和互動(dòng)。此外，，應(yīng)當(dāng)提倡健康的電影營(yíng)銷文化，正確引導(dǎo)文化價(jià)值走向：適當(dāng)弱化電影營(yíng)銷的經(jīng)濟(jì)目的，注重其文化藝術(shù)內(nèi)涵；提高行業(yè)人員的文化藝術(shù)水平，營(yíng)造良好的營(yíng)銷氛圍。
[Abstract]:With the development of the times and the improvement of the economic level of our country, especially in the past ten years, the commercial film industry in China has flourished rapidly and gradually moved to the road of marketization. In the competition of market economy, the quality of marketing level is directly related to the success or failure of the whole film, and then affects the director's re-shooting. An excellent film works, divorced from excellent film marketing, I am afraid in the present generation of works, but also no one. In the past ten years, the mode of film financing has been innovated constantly, the integrated marketing has made a preliminary development, and various kinds of new ways of promoting films emerge endlessly, which also bring different degrees of economic and cultural benefits to different film works, which are quite considerable. However, film marketing in China is still at a low level, and there are various problems. From the point of view of marketing strategy, there are some problems in Chinese commercial film creation; the mismatch between film pricing and audience's ability to pay; the insufficient development of post-film market; the poor means of promoting films weaken the artistry of the film itself, and so on. From the point of view of marketing concept, the marketers' grasp of the audience's realistic and potential needs is inaccurate, the time and energy cost of the film audience is too high, the convenience between the film and the audience needs to be improved; Film marketing lacks effective communication and interaction with the audience. This series of problems along with the development of Chinese commercial film marketing increasingly prominent, from various aspects of its adverse impact. Facing up to the problems existing in Chinese commercial film marketing and exploring feasible countermeasures are of profound significance to the whole Chinese film industry. The marketers of Chinese commercial films should take the market as the guidance and improve the marketing strategies: to improve the creative level of the Chinese commercial films, to coordinate the pricing of the commercial films and the affordability of the audience, to fully develop the Chinese post-movie market; Optimize the means of film promotion and keep the art of commercial films fresh. At the same time, take the consumer as the core, positively innovate the marketing idea: accurately grasps the audience to view the movie the reality and the potential need, reduces the audience time and the energy cost, enhances the movie and the audience convenience degree; Ensure effective communication and interaction between film marketing and audience. In addition, we should advocate healthy film marketing culture, guide the cultural value correctly: weaken the economic purpose of film marketing properly, pay attention to its cultural and artistic connotation, improve the cultural and artistic level of professional personnel, and create a good marketing atmosphere.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J943

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