本文關(guān)鍵詞：中國(guó)電影病毒式營(yíng)銷研究　出處：《湖南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 電影 病毒營(yíng)銷 電影營(yíng)銷

【摘要】：近年，隨著電影產(chǎn)業(yè)和互聯(lián)網(wǎng)的高速發(fā)展，電影人的營(yíng)銷意識(shí)逐漸增強(qiáng)，一種根植于網(wǎng)絡(luò)時(shí)代人際傳播方式的變革的新型營(yíng)銷形式——病毒式營(yíng)銷逐漸成為營(yíng)銷行業(yè)的熱點(diǎn)。1999年，一部《女巫布萊爾》以100萬(wàn)美元的成本贏得近2.5億美元的票房，點(diǎn)燃了電影病毒營(yíng)銷的燎原之火。在電影發(fā)展的大方向越來(lái)越傾向于小制作、小成本的情況下，病毒營(yíng)銷以其低成本、高成效的優(yōu)勢(shì)引起電影行業(yè)的重視，面對(duì)好萊塢電影對(duì)國(guó)內(nèi)電影越來(lái)越大的沖擊，國(guó)內(nèi)越來(lái)越多的電影人開(kāi)始利用病毒營(yíng)銷的方式來(lái)推廣電影、搶占市場(chǎng)，在此背景下，對(duì)國(guó)內(nèi)電影病毒式營(yíng)銷進(jìn)行研究顯得非常必要。 本文通過(guò)對(duì)國(guó)內(nèi)外大量電影病毒營(yíng)銷案例的研究和相關(guān)文獻(xiàn)資料的分析，對(duì)電影病毒式營(yíng)銷的概念進(jìn)行界定，并從營(yíng)銷市場(chǎng)、主體、渠道和方式四個(gè)方面分析其構(gòu)成要素，得出電影病毒式營(yíng)銷的優(yōu)勢(shì)與價(jià)值，對(duì)于電影行業(yè)來(lái)說(shuō)，病毒營(yíng)銷的運(yùn)用存在穩(wěn)定電影票價(jià)、普及影片文化和產(chǎn)生品牌效應(yīng)三個(gè)方面的價(jià)值，與電影的其他營(yíng)銷方式相比，電影病毒營(yíng)銷的營(yíng)銷成本更低、文化色彩更濃、資源整合度更高、宣傳效應(yīng)更為持久。盡管如此，作為一種全新的電影營(yíng)銷模式，在國(guó)內(nèi)電影行業(yè)還處于初步嘗試階段，運(yùn)作較顯生硬，存在營(yíng)銷市場(chǎng)不銜接、營(yíng)銷主體不專業(yè)、營(yíng)銷客體不合格、營(yíng)銷手法同質(zhì)化等問(wèn)題，要真正成熟尚需時(shí)日。 本文認(rèn)為，盡管電影病毒營(yíng)銷在國(guó)內(nèi)還是新生事物，但它是未來(lái)的一種趨勢(shì)，其發(fā)展?jié)摿Σ豢上蘖�，基于�?guó)內(nèi)電影病毒營(yíng)銷的現(xiàn)狀，，通過(guò)對(duì)好萊塢的成功經(jīng)驗(yàn)的分析、借鑒，針對(duì)國(guó)內(nèi)電影病毒營(yíng)銷中出現(xiàn)的問(wèn)題，可以從四個(gè)方面努力：首先要整合電影票房市場(chǎng)和后產(chǎn)品市場(chǎng)，從電影的制作、發(fā)行、放映到后產(chǎn)品開(kāi)發(fā)各方面配合病毒營(yíng)銷，然后培養(yǎng)專業(yè)的病毒營(yíng)銷團(tuán)隊(duì)，并鎖定易感染人群，同時(shí)針對(duì)他們進(jìn)行創(chuàng)意營(yíng)銷，同時(shí)，在進(jìn)行病毒營(yíng)銷的過(guò)程中，要重視電影品牌營(yíng)銷，從影片質(zhì)量、系列電影和營(yíng)銷渠道整合三方面把控，對(duì)病毒營(yíng)銷的各類資源及其與傳統(tǒng)營(yíng)銷進(jìn)行有效的整合，從而實(shí)現(xiàn)電影病毒營(yíng)銷價(jià)值的最大化，這也是本文研究的主要目的和意義。
[Abstract]:In recent years, with the rapid development of the film industry and the Internet, film marketing consciousness strengthens gradually, a new form of marketing is rooted in the interpersonal communication in network era, viral marketing has gradually become the focus of the marketing industry in.1999, a "witch Blair" at a cost of $1 million earned nearly $250 million at the box office. The movie lit a prairie fire. Viral marketing in the direction of the film development is more and more inclined to small production, small cost, viral marketing with its low cost, high efficiency advantages attract the attention of the film industry, in the face of Hollywood movies on the domestic film and the impact, more and more domestic film using viral marketing to promote the film, to seize the market, in this context, the domestic film viral marketing research is very necessary.
Based on the analysis of a large number of domestic and foreign film virus marketing case and related literature, defines the concept of the movie viral marketing, and marketing from four aspects, the main channels and methods of analysis of its constituent elements, the advantage and value of viral marketing for the film, the film industry, the use of viral marketing the existence of stable film culture and the film popular fare, produced three aspects of brand value, compared with other methods of marketing the film, marketing costs lower film marketing, cultural colors, a higher degree of integration of resources, the propaganda effect is more lasting. However, as a new marketing mode in the movie. The domestic film industry is still in preliminary stage, the operation is significantly blunt, there is no convergence of marketing, marketing is not the main object of marketing professional, unqualified, homogeneous marketing practices So, to really take time to mature.
This paper argues that, although the film viral marketing is a new thing in China, but it is a trend in the future, the development potential is limitless, the status of domestic film viral marketing based on the reference analysis, through the successful experience of Hollywood, in view of the domestic film in viral marketing problems, can work from four aspects: the first to integrate the movie box office market and product market, issuing from the making of the movie, and added to the product development with all aspects of viral marketing, and cultivate a professional marketing team and lock the virus, infection group, at the same time for their creative marketing, at the same time, in the process of viral marketing, should pay attention to the movie brand marketing, from the quality of the film, film series and marketing channel integration in three aspects to control, all kinds of resources on viral marketing and its effective integration with traditional marketing, so as to realize the power The maximization of the value of the shadow virus marketing is the main purpose and significance of this study.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J943

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本文編號(hào)：1387755