摘要:随着我国电影营销从无到有、从低级到高级的不断发展,电影营销已经成为为电影的上映宣传、造势不可或缺的活动。赵薇导演的处女作《致我们终将逝去的青春》还未开机就备受人们关注,而其总观影人次达2269万人,在内地电影市场中排名第五位,比同期上映的好莱坞大片《钢铁侠3》1906万的总观影人次多出近20%。这一佳绩与其营销团队长时间、多层次、深程度的电影营销活动密不可分。本文旨在从电影营销概念的界定和电影营销在我国的发展历程出发,全面分析《致我们终将逝去的青春》的营销手段及营销效果,并讨论电影营销对我国电影的负面影响及解决办法。23627 毕业论文关键词:《致我们终将逝去的青春》;电影营销;赵薇
Analyze the Marketing Methods of To So Young
Abstract: As the development of our country movie marketing starts from scratch, from junior to senior, it has become a indispensable campaign for the publicity. The debut “So Young” directed by Zhao Wei has won great concern before it really starts. What’s more, the total number of watching is up to 22690000, ranking 5th in the domestic market, which is nearly 20% more than that of “Iron Man 3” . As we know, the total number of “Iron Man 3” is 19060000. The passage aims at analyzing the marketing means and effects of the film “So Young” from the definition of movie marketing concept and marketing development process in China totally. Besides we’ll discuss the negative influence of movie marketing on China's film and the related solutions.
Key words: So Young; movie marketing; Zhao Wei
目 录
摘 要 1
Abstract 1
一、电影营销概述 2
(一) 电影营销的概念 2
(二)我国电影营销的发展历程 3
二、《致我们终将逝去的青春》营销手段分析 4
(一)丰富自身条件,引入情感营销 4
(二)运用议程设置,制造有利话题 5
(三)“新”“旧”媒介齐用,实时传递信息 6
(四)关注受众反应,适时调整策略 7
三、《致我们终将逝去的青春》营销效果分析 7
(一)满足受众心理需求 7
(二)提升投资方经济效益 8
(三)创新我国电影营销合作模式 8
四、从《致我们终将逝去的青春》看电影营销对我国电影的影响 9
(一)营销宣传为上,制作水准次之 9
(二)合理分配电影制作与电影营销比重 10
参考文献 11