中国艺术电影的营销策略研究

中文摘要

中国电影的市场化程度从1993年的电影体制改革以后，正逐渐增强。21世纪,对中国国产电影来说，在质量、数量以及票房方面存在突飞猛进的提升。然而与商业电影及主旋律电影做比较的话,国产艺术电影所占市场比重仍相对较少。 

我国电影产业化的历程里,对艺术电影来说,只有电影内容被国内舆论界与理论界长期所重视,营销领域较少被关注。我国艺术电影的营销实践仅仅滞留于表层运用营销方法,并未从电影产品本身的特点和市场现状来完成整合。此范文分析了国产艺术电影市场现状及营销实践,表明中国国产艺术电影营销时代并没有真正达到,仍有低专业化程度、来源单一的营销类型和收入、可持续性缺乏、政策存在较大风险等许多问题,迫切需要实践研究电影营销运作。 

此范文包含三章,第一章绪论部分分析了本文的研究背景及目的；二章比较分析了中国国内艺术电影市场与美国的艺术电影市场的现状,并指出国内艺术电影市场存在的问题；第三章提出解决策略。最后总结本文的贡献和不足之处。

关键词： 中国艺术电影；整合营销；营销策略  

Abstract

After the film system reform in 1993, the degree of marketization of Chinese films is gradually increasing. In the 21st century, the quality, quantity and box office of China's domestic films have improved by leaps and bounds. However, compared with commercial and thematic films, domestic art-house films still account for a relatively small proportion of the market.

In the course of film industrialization in China, only the film content has been paid attention to by the domestic public opinion circle and theoretical circle for a long time, and the marketing field has been paid less attention. The marketing practice of Chinese art films only stays in the surface layer and USES marketing methods, but does not complete the integration from the characteristics of the film products and the current situation of the market. This paper analyzes the present situation of domestic art film market and marketing practice, suggests that China's domestic art film doesn't really reach the marketing era, there is still a low degree of specialization, marketing type and by the single source of income, lack of sustainability, policy exists many problems, such as larger risk is an urgent need to practice research movie marketing operation.

This paper consists of three chapters. The first chapter is introduction, which analyzes the research background and purpose of this paper. The second chapter analyzes the current situation of Chinese art film market and American art film market, and points out the problems existing in the domestic art film market. The third chapter proposes the solution strategy. Finally, the paper summarizes the contributions and shortcomings.

目录

绪论 …………………………………………………………………………………1

一、国内外营销策略比较分析 ……………………………………………………2

（一）国外研究现状……………………………………………………………2

（二）国内研究现状……………………………………………………………2

（三）中外艺术电影市场与营销的比较………………………………………3

二、中国艺术电影的营销对策   …………………………………………………4

（一）产品策略…………………………………………………………………4

1．了解影片定位 …………………………………………………………4

2．树立品牌 ………………………………………………………………4

3．电影后产业的开发 ……………………………………………………5

（二）价格策略…………………………………………………………………5

（三）渠道策略…………………………………………………………………5

（四）国际营销,开拓海外市场 ………………………………………………6

结论………………………………………………………………………………… 7

参考文献…………………………………………………………………………… 8