本文選題：門廳宣傳　切入點(diǎn)：競(jìng)爭(zhēng)　出處：《北京電影學(xué)院學(xué)報(bào)》2014年06期 　論文類型：期刊論文

【摘要】：在電影宣傳渠道多元化的大環(huán)境發(fā)展趨勢(shì)下,影院門廳宣傳凸顯其重要意義。影院門廳宣傳作為對(duì)觀眾購(gòu)買行為的末端影響因素,在影院同質(zhì)化競(jìng)爭(zhēng)不斷加劇,新興媒體等替代產(chǎn)品地興起與發(fā)展的現(xiàn)狀下,影院深入了解電影觀眾的消費(fèi)訴求,并對(duì)其需求做出相應(yīng)宣傳反應(yīng)成為影院獲利的不可或缺的方式之一。本文將結(jié)合影院門廳宣傳的現(xiàn)狀,基于競(jìng)爭(zhēng)、消費(fèi)者心理學(xué)等理論,采用定性的分析方法,利用影院相關(guān)實(shí)況數(shù)據(jù),著重分析其門廳宣傳對(duì)觀眾消費(fèi)的重要影響。
[Abstract]:Under the development trend of the diversified channels of film propaganda, the propaganda of the cinema lobby highlights its important significance. As the terminal influencing factor of the audience's purchase behavior, the propaganda of the cinema lobby is becoming more and more homogeneous in the cinema. With the emergence and development of alternative products such as new media, cinemas have a deep understanding of the consumer demands of movie audiences. According to the present situation of hall propaganda in cinemas, based on the theories of competition and consumer psychology, the qualitative analysis method is adopted. Based on the relevant live data of cinemas, this paper analyzes the important influence of lobby propaganda on audience consumption.
【作者單位】： 中央戲劇學(xué)院電影電視系;
【分類號(hào)】：J946
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本文編號(hào)：1573998