本文選題：整合營銷傳播 + 好萊塢電影　； 參考：《湖南師范大學(xué)》2013年碩士論文

【摘要】：電影作為一種特殊產(chǎn)品,它自身擁有與眾不同的特點(diǎn)：價格的不穩(wěn)定、價值的不確定性、非消耗性等,再加上當(dāng)今消費(fèi)市場的復(fù)雜多變,消費(fèi)者消費(fèi)習(xí)慣的難以捉摸,傳統(tǒng)的營銷手段在電影營銷當(dāng)中已經(jīng)捉襟見肘,因此整合營銷傳播的介入是大勢所趨,而好萊塢電影無疑是對整合營銷傳播成功實(shí)踐的典范。除了對傳統(tǒng)的經(jīng)典的整合營銷傳播4C的踐行,好萊塢電影在對于精準(zhǔn)化的傳播、市場化的整合、關(guān)系營銷等方面都有著自身獨(dú)特的運(yùn)行模式,因此,好萊塢電影一方面對整合營銷傳播進(jìn)行實(shí)踐,同時又呈現(xiàn)出一定的行業(yè)特色。好萊塢電影不管是在熒幕數(shù)量、票房和影響力方面,都在全球市場中占據(jù)著重要地位,它的成功除了其自身得天獨(dú)厚的優(yōu)勢包括政治、經(jīng)濟(jì)、文化等因素外,它的制勝法寶—整合營銷傳播手段也值得我們一探究竟。作為擁有巨大價值潛力的電影品牌,好萊塢電影品牌的成功塑造是尊重市場基本規(guī)則和利益最大化原則的結(jié)果：從市場(觀眾)需求出發(fā),電影創(chuàng)制及營銷和推廣過程中的任何一個環(huán)節(jié)都圍繞著市場及整體的品牌策略來進(jìn)行,同時利用“光環(huán)效應(yīng)”,延伸電影的品牌價值。好萊塢電影通過對整合營銷傳播理論的實(shí)踐,已經(jīng)形成了自己成熟的商業(yè)運(yùn)作模式：通過對內(nèi)容和市場的充分整合,達(dá)到效益最大化,塑造其強(qiáng)大的電影品牌形象,同時對電影價值的挖掘延伸覆蓋整個電影產(chǎn)業(yè)系統(tǒng)。在文化軟實(shí)力的重要性逐漸得到重視的今天,很多國家試圖模仿好萊塢電影的營銷策略和手段,卻始終未能復(fù)制成功,究其原因,是因?yàn)槲覀冊谀７潞萌R塢的時候一直停留在表象和現(xiàn)象,而沒有真正的去了解其背后的運(yùn)作機(jī)制和營銷模式。我國的電影產(chǎn)業(yè)也存在這樣的現(xiàn)象,同時還伴有劇本荒、檔期選擇模糊、缺乏市場化導(dǎo)向等方面的問題,因此,在聚焦本土化的同時,我們要學(xué)習(xí)好萊塢電影產(chǎn)業(yè)成功背后的真正支持要素及其營銷模式,我國的電影產(chǎn)業(yè)才能走的更高更遠(yuǎn)。
[Abstract]:Film, as a special product, has its own distinctive characteristics: price instability, value uncertainty, nonexpendable, and so on, in addition to the complexity of the consumer market today, consumer consumption habits are elusive, Traditional marketing methods have been stretched in film marketing, so the intervention of integrated marketing communication is the trend of the times, and Hollywood film is undoubtedly a model of successful practice of integrated marketing communication. In addition to the traditional classic integrated marketing communication 4C practice, Hollywood movies have their own unique mode of operation in the aspects of precision communication, market-oriented integration, relationship marketing and so on. Hollywood film, on the one hand, carries on the practice to the integrated marketing communication, at the same time presents the certain profession characteristic. Hollywood films play an important role in the global market in terms of the number of screens, box office and influence. Its success includes political, economic, cultural and other factors, in addition to its own unique advantages. Its winning magic-integrated marketing means of communication is also worthy of our exploration. As a film brand with great value potential, Hollywood film brand success is the result of respect for the basic rules of the market and the principle of maximum benefit: based on the needs of the market (audience), Any link in the process of film creation, marketing and promotion revolves around the market and the overall brand strategy. At the same time, the "halo effect" is used to extend the brand value of the film. Through the practice of the theory of integrated marketing communication, Hollywood film has formed its own mature business operation mode: through the full integration of content and market, it can maximize the benefit and shape its strong film brand image. At the same time, the mining of film value covers the entire film industry system. Today, when the importance of cultural soft power is being paid more and more attention to, many countries have tried to imitate the marketing strategies and means of Hollywood films, but they have never been able to replicate their success. It is because we have been imitating Hollywood in appearance and phenomenon, without really understanding the operating mechanism and marketing model behind it. This phenomenon also exists in the film industry of our country. At the same time, there are also problems in the aspects of script shortage, vague choice of schedule, lack of market-oriented orientation, and so on. Therefore, while focusing on localization, We need to learn the real supporting factors and marketing model behind the success of Hollywood film industry, so that the film industry of our country can go higher and farther.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J943

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