国产小成本电影发展的成功启示

编号：103206054010

本科毕业论文

题目：浅析国产小成本电影的营销策略

学院：经济管理学院

专业：辅修经济学

年级：2011 级

*名：**

指导教师：***

完成日期：2014年5月

摘要

从2006年开始，国产小成本电影在《疯狂的石头》的带领下进入了人们的视野，小成本电影成功的引领了中国电影的新风潮，让观众有了新的不同的感受。《人在囧途》、《我叫刘跃进》、《海洋天堂》、《志明与春娇》等小成本电影更是凭借其精彩的故事，诙谐的台词，精巧的构思，成功的突出重围，成为了票房黑马。小成本电影的成功让中国电影人从中看到了一种新的电影模式：投资少、低成本、小制作的小成本电影很有市场前景。到目前，小成本电影市场依旧高温不断，充满惊喜，即使面对好莱坞的大片市场也毫不逊色，《桃姐》、《我愿意》、《失恋33天》等小成本电影更是赢得了普遍大众的认可，票房稳步上升……国产小成本电影的高票房与其营销策略密不可分，小成本电影的成功同时为中国电影提供了一种新的商业模式，本文简单的分析了这些国产小成本电影成功的营销模式。

关键词：小成本电影；票房；新媒体；档期

Abstract

From the beginning of 2006, the domestic low cost of the movie entered people's eyes with the "Crazy Stone" lead, which successfully lead the "new trend of China film, the audience has a new and different feelings about it ."Lost On Journey","I Am Liu Yuejin", "Lost On Journey Ocean Heaven", "Love In A Puff" and other small cost movies get great success and become dark horses at the box office by its wonderful stories, humorous lines and ingenious. Film makers of China hasseen a new movie mode conception from the success of small cost films,that is the less investment, low cost, low cost films have a good market foreground. At present, the film market of small costs are still have a high temperature continuously, it also full of much surprises, even if facing the collapt of large market of Hollywood ."A Simple Life;", "I Do","Love Is Not Blind" and other small bugget films have won public recognition and the box office is steadily rising . The high box office of domestic small budget films is closely associate to the markete strategy, the success of low cost movies have provifded a new business model for Chinese film . This paper simply analysis the successful marketing mode of domestic small budget films .

Keywords: low cost movie ;box office; new media; schedule

目录

摘要 (Ⅰ)

Abstract (Ⅱ)

引言 (Ⅲ)

一、国产电影发展现状 (1)

二、小成本电影及其发展 (2)

（一）小成本电影..........................................................................................

（二）小成本电影发展现状..........................................................................三、小成本电影的营销模式.. (4)

（一）高水准的制作.......................................................................................

（二）新媒体的宣传.......................................................................................

（三）完美的档期...........................................................................................

（四）电影及相关产业链的营销................................................................... 四、小成本电影的成功对于中国电影现状的启示.. (8)

（一）对传统固有经验的冲击........................................................................

（二）注重电影的艺术性与商业性结合........................................................

（三）经济效应带动社会效应........................................................................

结束语 (10)

注释.....................................................................................................................

参考文献..................................................................................................................

致谢....................................................................................................................