国产主旋律电影商业化营销研究

论文编号:WHCY119 论文字数:12005,页数:16 附任务书,开题报告,外文翻译,文献综述

 摘要：当下国产主旋律电影正在繁荣发展，经历了最初的低估时期，随着我国电影政策的进一步放开和市场产业化进程的加快，国产主旋律影片借鉴了商业化电影成功的实践运作模式，尤其是整合市场营销中，不仅带领国产电影走出了“叫好不叫座”的窘境，陆续占领国内电影市场以及票房份额，还积极开拓海外市场，参与国际主流电影市场的竞争，在2009年已经成为国产电影票房的主导力量。本文在当下中国电影的市场环境中，对国产主旋律影片商业化策略以及《建国大业》这一成功典范进行了探讨。
 论文首先追溯了国产主旋律影片的发展轨迹，对其发展进行了总结，讲述了国产主旋律影片的现状。通过市场营销学的知识，对国产主旋律影片所处的市场环境进行了两方面的分析，即宏观和微观环境。结合市场经济学的理论，在与美国影片和国产商业片的对比中对国产主旋律影片经营的优劣势进行分析；第三部分通过对电影《建国大业》的营销案例分析。第四部分则通过以上的分析，对国产主旋律影片发展提出了针对性建议
 关键词：国产主旋律电影；电影营销；营销策略

THE STUDY ON MARKETING OF CHINESE COMMERCIAL THEME MOVIES
 ABSTRACT :Nowdays, the Chinese Theme Movies are in the state of developing, experienced an initial period of confusion, along with the further liberalization of the national film policy and speeding up the market industry, when the drawing and practicing the morden international commercial mode of operation of the movie industry, in particular, Marketing, the Chinese Theme Movies is not only made the Chinese film out of the low tide, which is called “Best Game No One Played” have occupied half of the film market, has also been actively opening up overseas market to take part in international competition, then becoming to the leading force of the domestic movie box office in 2009. In the paper, through the observation of the Chinese Theme Movies, In this study, through the observation of the rising and status of Chinese Theme Movies, using the basic principles of marketing, combined with market-oriented industry and brand management as well as the relevant principles of market economics, the domestic environment for the conduct of a large marketing analysis, and from the marketing point of view of its market research strategy, the corresponding countermeasures. This paper try to discussion the success of market way-----《The.Founding.Of.A.Republic》.
 First of all, the paper is carding the track of the development of the Chinese Theme Movies,  describing the state of it. Through the marketing knowledge, the paper try to analysis of two aspects, namely, macro-and micro-environment of Chinese Theme Movies. Combined with the theory of market economics and the advantages of Chinese Theme Movies, the disadvantage that exist in marketing have been analyse in the contrast.which is American Movies and Chinese Theme Movies. The third part of the paper, through study the marketing case on 《The.Founding.Of.A.Republic》 demonstrate the marketing model of the current Chinese Theme Movies. Part 4, by the above analysis, put forward the proposals about the Commercial development of the Chinese Theme Movies.
 Key words: Chinese Theme Movies; Film Marketing; Marketing Promotion
 
 

目 录
前言 5
 第一章 国产主旋律电影的发展及转变 5
 第一节 追溯国产主旋律电影 5
 第二节 国产主旋律电影的转变及繁荣发展 6
 第二章 国产主旋律电影的市场环境及优劣势评估 6
 第一节 国产主旋律电影的市场营销环境分析 6
 第二节 国产主旋律电影的经营优势评估 7
 第三章 国产主旋律电影的成功营销典范——《建国大业》 9
 第一节 品牌联合 9
 第二节 差异化营销传播 10
 第三节 高票价策略——需求导向定价法 10
 第四节 广告和宣传 11
 第四章 国产主旋律电影的营销建议 11
 第一节 国产主旋律电影的市场调研 12
 第二节 国产主旋律电影的促销策略 12
 第三节 国产主旋律电影的事件营销 13
 第四节 国产主旋律电影的可利用资源 13
 致谢 14
 参考文献 15