摘要 在社会化媒体以及消费文化日益发展的今天，电影的营销模式也要顺势做出改变。传统电影营销理念和策略越来越落后于当前蓬勃发展的电影产业所需要的成熟、独立、完整的营销思维。如何从电影选题、生产、推广整一个产业链出发有效开展电影的营销活动是电影营销者需要重点关注的。本文首先对比传统电影营销模式和新媒体环境下国产电影的营销模式，通过导入SOLOMO模式的概念来寻找电影营销和SOLOMO模式两者的切入点。从当前社会环境的角度探讨如何基于SOLOMO模式找到电影营销的新思路。89380
本文选择《夏洛特烦恼》这部小成本电影最终逆转局面成为国庆档票房冠军的案例，从SOLOMO模式的社会化、本地化、移动化三个方面出发分析其中的可取之处，为国产电影的营销策略提供相关的参考意见。同时本文在第五章结合SOLOMO模式给出了相关建议，希望可以给国产电影营销的新思路提供一定的参考价值。
毕业论文关键词：电影营销 ；SOLOMO模式 ；情感营销 ；口碑营销
Abstract In the development of social media and consumer culture today, the film's marketing model should also make changes。 The traditional film marketing ideas and strategies are becoming more and more mature, independent and complete marketing thinking。 How to choose a film from the film, production, promotion of the whole industry chain to effectively carry out the marketing activities of the film is the focus of the film marketers need to focus on。 This article first compares the traditional film marketing model and the new media environment of domestic film marketing model, through the introduction of the concept of SOLOMO model to find the starting point of the film marketing and SOLOMO model。 From the perspective of the current social environment to explore how to find a new way of film marketing based on SOLOMO model。源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766
This became the national box office champion case with " Charlotte Trouble" this little film eventually reverse the situation, from the SOLOMO model of socialization, localization and mobility three aspects analyzed the merits, provide relevant suggestions for the domestic movie marketing strategy。 At the same time, this article gives some suggestions in the fifth chapter Qcombined with the SOLOMO model, hoping to provide some reference value for the new ideas of domestic film marketing。
Keyword： Movie marketing ; SOLOMO mode ; Emotional marketing ;reputation marketing
目录
摘要 4
Abstract 5
第一章 绪 论 6
1。1课题研究背景及意义 6
1。2研究方法及研究思路 6
1。3研究内容和创新点 8
第二章 文献综述 8
2。1电影营销概述 8
2。1。1电影营销的概念 8
2。1。2电影营销的过程 8
2。2 SOLOMO模式 9
2。2。1 SOLOMO模式的概念 9
2。2。2 SOLOMO模式的营销理念 9
2。2。3 SOLOMO模式的理念框架 10
第三章 国产电影营销的发展方向 11
3。1传统电影营销策略的不足 11
3。1。1电影营销预算和营销专业化程度低 SOLOMO模式研究国产电影营销的新思路夏洛特烦恼为例:http://www.youerw.com/guanli/lunwen_186082.html