本文選題：電影院線　切入點：院線品牌　出處：《湖南大學》2013年碩士論文

【摘要】：隨著社會轉(zhuǎn)型期到來,人們的消費習慣、行為方式及價值理念都發(fā)生轉(zhuǎn)變,電影院線市場上逐漸培養(yǎng)起電影文化消費理念。電影雖然是一種特殊的文化產(chǎn)品,但在利潤實現(xiàn)上與其它產(chǎn)業(yè)有著相同或近似的產(chǎn)業(yè)規(guī)律。作為電影產(chǎn)業(yè)中最重要的終端銷售渠道,院線制的改革發(fā)展和影院經(jīng)營管理直接關(guān)乎電影產(chǎn)業(yè)的利潤實現(xiàn)和價值創(chuàng)造,對院線品牌形象塑造的理論思考和案例研究也就具有重要的經(jīng)濟意義和實踐指導意義。從長遠意義看,對整個中國電影品牌的發(fā)展也會起到至關(guān)重要的作用。 本文主要運用戴維·阿克的品牌形象理論、品牌形象識別系統(tǒng)模型及科特勒的STP理論,研究探討了電影院線品牌形象塑造策略。按照“中國電影院線品牌的內(nèi)涵和特征——中國電影院線品牌形象塑造現(xiàn)狀——提升中國電影院線的品牌影響力”這一思路,將本文所提出的品牌形象塑造策略進行了實際操作。 本文的研究路線是：首先,分析了促使電影院線品牌化發(fā)展的直接原因,即中國電影院線的規(guī)制變遷,從現(xiàn)階段院線制改革后產(chǎn)生的不同發(fā)展模式,對院線相關(guān)概念進行了界定,也對本文所研究的院線品牌進行了界定；其次,基于文獻研究和內(nèi)容分析的方便性、規(guī)律化,本文對歷年中國電影產(chǎn)業(yè)發(fā)展報告及電影市場報告等數(shù)據(jù)資料進行了大量收集和詳細分析,從對不同性質(zhì)院線主體的發(fā)展現(xiàn)狀中,總結(jié)出普遍性的品牌形象塑造存在的問題,進而分析了中國電影院線塑造品牌形象的必要性；再次,本文選取連續(xù)五年蟬聯(lián)院線冠軍的萬達電影院線作為案例,使用問卷調(diào)查法對其品牌形象的構(gòu)成要素及傳播效果進行了定量與定性結(jié)合的分析研究,得出萬達院線品牌形象的塑造分為三個階段：一是引導人們把去影院觀影當作生活中必不可少的一部分,即“生活因電影更美好”;二是在逐漸培養(yǎng)起一批“萬人迷”(萬達影迷)時,適時推出“生活因萬達影城更美好”的品牌形象訴求；三是將引導電影文化消費與網(wǎng)絡(luò)社交生活結(jié)合,將線上電影訊息互動與線下影院觀影結(jié)合,慢慢形成一個整合電影、社交、娛樂為一體的網(wǎng)絡(luò)社會化院線品牌。
[Abstract]:With the coming of the social transformation period, people's consumption habits, behavior patterns and value concepts have all changed, and the film culture consumption concept has been gradually cultivated in the cinema market.Although film is a special cultural product, it has the same or similar industrial laws as other industries in profit realization.As the most important terminal sales channel in the film industry, the reform and development of the hospital line system and the management of cinema are directly related to the realization of profits and the creation of value in the film industry.The theoretical thinking and case study on the brand image of the courtyard line are also of great economic significance and practical significance.From a long-term point of view, the development of the entire Chinese film brand will also play a vital role.This paper mainly uses David Ark's brand image theory, brand image recognition system model and Kotler's STP theory to study and discuss the brand image shaping strategy of cinema line.According to the idea of "the connotation and characteristics of the Chinese cinema brand-the current situation of the image shaping of the Chinese cinema line brand-and the promotion of the brand influence of the Chinese cinema line",This article puts forward the brand image shaping strategy to carry on the actual operation.The research route of this paper is as follows: firstly, this paper analyzes the direct reasons of promoting the development of cinema brand, that is, the regulatory changes of Chinese cinema, and the different development models after the reform of the hospital line system at the present stage.The related concepts of the hospital line are defined, and the brand of the hospital line studied in this paper is also defined. Secondly, based on the convenience of literature research and content analysis,In this paper, the author collected and analyzed a large number of data such as China Film Industry Development report and Film Market report over the years, summed up the problems existing in the universal brand image molding from the current development situation of the main bodies of different kinds of cinema lines.Then it analyzes the necessity of building the brand image of the Chinese cinema chain. Thirdly, this paper selects Wanda Film Academy Line, which has won the title of the cinema line for five consecutive years, as a case study.By using the method of questionnaire, the paper makes a quantitative and qualitative analysis and research on the elements of its brand image and its communication effect.It is concluded that the shaping of Wanda cinema brand image is divided into three stages: one is to guide people to go to the cinema to view the film as an essential part of life, that is, "life is better because of the film";With the combination of online movie information interaction and offline cinema viewing, a network socialized cinema brand integrating film, social and entertainment is gradually formed.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：J943

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