美国电影在中国的营销战略研讨.docxVIP

单位代码 10642 密 级 公 开学 号 201212049002学士学位论文? ? 美国电影在中国的营销战略研究以电影《星战7：原力觉醒》的营销为例? 论文作者：蔡晴指导教师：訾晓杰学科专业：工商管理提交论文日期：2016年4月日论文答辩日期：2016年4 月日学位授予单位：重庆文理学院? ?中 国 重 庆20 16年4 月摘要中国是拥有更多可支配收入中产阶级人数的世界第一人口大国，据新华社报道，中国将在明年超过美国，成为世界上最大的电影市场。针对中国市场，以前的好莱坞电影几乎没有任何宣传也能取得好票房，后来也不过是采取一些硬广等粗放式宣传方式，但随着中国电影市场爆发出的市场潜力和吸金速度，现在不得不花费更多人、财、物、精力来施展营销创意，以期收获更高回报。美国好莱坞对日益壮大的中国电影市场可谓是使出了浑身解数，并取得了不错的票房成绩。美国电影的成功不仅仅因为影片精彩，更是说明它的营销做得精彩。美国好莱坞在全球电影市场的拓展依赖于其高度专业化的营销战略，这对其电影品牌的形成起的作用可谓是至关重要。本文拟从分析《星球大战：原力觉醒》经典营销案例入手，总结其营销策略，把握其运营特色，希冀能借此对我国电影产业的繁荣发展起一定借鉴意义和推动作用。关键词：美国电影；好莱坞；星球大战；营销战略；经验借鉴AbstractChina, the worlds largest population with more disposable income, is the worlds largest population, and China will overtake the United States next year to become the worlds biggest movie market. For the Chinese market, the old Hollywood movies almost no any publicity can also get good box office, and later also however is to take some hard wide extensive publicity, but with Chinese film market on the outbreak of the market potential and the ceiling rate, now have to spend more, financial, material and energy to display their creative marketing, in order to gain higher returns. Hollywood to growing Chinese film market it may be said is resorted to use all ones skill, and has obtained the good box office results. Its success is not so good as the film, it is better to say that marketing is doing well. Hollywoods expansion in the global film market depends on its highly specialized marketing strategy, which plays a crucial role in the formation of its film brands. This article, from the analysis of Star Wars: the force awakening classic marketing case of summary of the marketing strategy, grasp the operating characteristics, hoping to take the prosperity and development of Chinas film industry has certain reference significance and role.Key words: American film; Hollywood; Star Wars; marketing strategy目录摘要IAbstractII第3章 电影《星球大战：原力觉醒》在华营销战略13.1品牌营销13.2 媒体营销13.2.1口碑营销（微博宣传）13.2.2其他媒体宣传13.3明星、导演来华造势23.4预告片营销23