國產主旋律電影商業化營銷研究

文化產業管理論文編號:WHCY119 論文字數:12005,頁數:16 附任務書,開題報告,外文翻譯,文獻綜述

目 錄
前言 5
 第一章 國產主旋律電影的發展及轉變 5
 第一節 追溯國產主旋律電影 5
 第二節 國產主旋律電影的轉變及繁榮發展 6
 第二章 國產主旋律電影的市場環境及優劣勢評估 6
 第一節 國產主旋律電影的市場營銷環境分析 6
 第二節 國產主旋律電影的經營優勢評估 7
 第三章 國產主旋律電影的成功營銷典范——《建國大業》 9
 第一節 品牌聯合 9
 第二節 差異化營銷傳播 10
 第三節 高票價策略——需求導向定價法 10
 第四節 廣告和宣傳 11
 第四章 國產主旋律電影的營銷建議 11
 第一節 國產主旋律電影的市場調研 12
 第二節 國產主旋律電影的促銷策略 12
 第三節 國產主旋律電影的事件營銷 13
 第四節 國產主旋律電影的可利用資源 13
 致謝 14
 參考文獻 15

 摘要：當下國產主旋律電影正在繁榮發展，經歷了最初的低估時期，隨著我國電影政策的進一步放開和市場產業化進程的加快，國產主旋律影片借鑒了商業化電影成功的實踐運作模式，尤其是整合市場營銷中，不僅帶領國產電影走出了“叫好不叫座”的窘境，陸續占領國內電影市場以及票房份額，還積極開拓海外市場，參與國際主流電影市場的競爭，在2009年已經成為國產電影票房的主導力量。本文在當下中國電影的市場環境中，對國產主旋律影片商業化策略以及《建國大業》這一成功典范進行了探討。
 論文首先追溯了國產主旋律影片的發展軌跡，對其發展進行了總結，講述了國產主旋律影片的現狀。通過市場營銷學的知識，對國產主旋律影片所處的市場環境進行了兩方面的分析，即宏觀和微觀環境。結合市場經濟學的理論，在與美國影片和國產商業片的對比中對國產主旋律影片經營的優劣勢進行分析；第三部分通過對電影《建國大業》的營銷案例分析。第四部分則通過以上的分析，對國產主旋律影片發展提出了針對性建議
 關鍵詞：國產主旋律電影；電影營銷；營銷策略

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