【摘要】：新媒體時代,數(shù)字化技術(shù)迅速發(fā)展,社會化媒體日益興盛。社會化媒體碎片化的信息傳播模式十分符合當(dāng)下社會的文化消費特征,因而吸引了越來越多新媒體用戶。社會化媒體的傳播方式和傳播效果是傳統(tǒng)媒體無法比擬的,這為中國電影的營銷提供了新的思路和平臺。在新的媒介環(huán)境下,中國電影的營銷推廣迎來了新的機遇和挑戰(zhàn)。 在新的媒介環(huán)境下,從理論層面探究中國電影市場營銷發(fā)展的新現(xiàn)象、新辦法、新理念,有助于深入了解當(dāng)前我國電影市場營銷現(xiàn)行機制,對中國電影產(chǎn)業(yè)長久、健康、持續(xù)地發(fā)展繁榮具有現(xiàn)實意義。 本文分為五部分共六個章節(jié)。第一部分為緒論。緒論旨在明確本文寫作意圖及研究價值,總結(jié)了學(xué)者對中國電影營銷及社會化媒體營銷的已有研究成果,并對選題相關(guān)基本概念進行釋義。第二部分為本文第一章。本章對中國電影發(fā)展至今的營銷活動進行分類梳理,介紹了社會化媒體的產(chǎn)生過程及發(fā)展現(xiàn)狀,闡明社會化媒體的優(yōu)勢為中國電影營銷帶來的新機遇。第三部分為本文第二章。這一章節(jié)是本文的核心章節(jié),筆者選取社交論壇、微博、微信三個具有代表性的社會化媒體平臺,結(jié)合典型營銷實例,依次分析不同平臺中電影營銷的具體策略。第四部分為本文第三章和第四章。本部分在分析新媒體環(huán)境下中國電影營銷實例的基礎(chǔ)上,對目前社會化媒體營銷策略實施過程中暴露出的問題進行總結(jié),并嘗試提出相應(yīng)解決對策。最后是結(jié)論部分。
[Abstract]:In the new media era, digital technology has developed rapidly and social media has flourished day by day. The fragmented information dissemination mode of social media is very in line with the cultural consumption characteristics of the current society, so it attracts more and more new media users. The communication mode and effect of social media are incomparable to those of traditional media, which provides a new way of thinking and platform for the marketing of Chinese films. In the new media environment, the marketing promotion of Chinese films ushered in new opportunities and challenges. Under the new media environment, this paper probes into the new phenomena, new methods and new ideas of the development of Chinese film marketing from the theoretical level, which is helpful to deeply understand the current mechanism of film marketing in China, and to the Chinese film industry for a long time and health. It is of practical significance to develop and prosper continuously. This paper is divided into five parts and six chapters. The first part is the introduction. The purpose of the introduction is to clarify the writing intention and research value of this paper, summarize the existing research results of Chinese film marketing and social media marketing, and explain the basic concepts related to the topic selection. The second part is the first chapter of this paper. This chapter classifies and combs the marketing activities of Chinese films so far, introduces the emergence process and present situation of social media, and expounds the new opportunities brought by the advantages of social media for Chinese film marketing. The third part is the second chapter of this paper. This chapter is the core chapter of this paper. The author selects three representative social media platforms: social forum, Weibo and WeChat. Combined with typical marketing examples, the author analyzes the specific strategies of film marketing in different platforms in turn. The fourth part is the third chapter and the fourth chapter. Based on the analysis of the examples of Chinese film marketing under the new media environment, this part summarizes the problems exposed in the implementation of the current social media marketing strategy, and tries to put forward the corresponding countermeasures. Finally, there is the conclusion.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J905-F

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本文編號：2492674