中国电影市场营销策略研究

中国电影市场营销策略研究
摘  要

现如今，经济危机的阴霾尚未散去，全球电影市场的繁荣却随着“口红效应”逐步体现。在国内，仅11年就生产电影558部，全年票房达131亿，形势一片大好。但与此同时，我们不得不承认国内电影市场仍存在着许多问题。例如长期以来，国产影片只重视电影制作而轻视电影营销，绝大多数国产电影几乎都缺乏营销过程或在营销过程中缺乏有效的营销策略。这种电影自身营销上的欠缺，导致很多影片的上映都是观众直到进了影院才有所了解。
基于以上现状，我希望运用所学的市场营销及广告学、传播学等相关知识，对中国电影市场的营销策略进行一下现状分析以及其与国外电影市场营销策略的对比分析，期望通过借鉴或研究出一些相对更有效的策略方法来使中国电影市场的发展更进一步。

关键词：电影 营销策略 对比研究
Marketing strategy of the Chinese film market

ABSTRACT
Nowadays, the economic crisis has not been cleared the haze, global film market flourished as "lipstick effect" gradually reflect. In China, only 11 years production movie of 558, annual box office 13.1 billion, situation is excellent. But at the same time, we have to admit that domestic film market still has many problems. For example for a long time, domestic film only to take the movie production and despise film marketing, most domestic film almost all lack of the marketing process or in the marketing process the lack of effective marketing strategy. This kind of film their lack of marketing, lead to a lot of the release of the film is the audience into the theaters until just understand somewhat.
Based on the above situation, I hope that by using their marketing and advertising, communication, and so relevant knowledge, to the Chinese film market marketing strategy for the present situation analysis and the foreign film market marketing strategy of comparative analysis, expect through using or research out some relatively more effective strategy to make the film market of China method is further developed.

Key Words: film marketing strategy comparative study

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