中国电影营销策略

保密类别编号

毕业论文

中国电影营销策略

学院（小二号宋体居中）

专业

班级

姓名

指导教师

中国传媒大学

年月日

摘要

在经济全球化的大背景下，文化大国必然依托强势的文化产业，文化产业的发展程度将成为衡量一个国家发达程度和综合国力的重要指标。在我国的市场经济建设中，对各类文化产品都提出了商品化的要求，通过市场来优化配置各种资源，提高各类产品的竞争力。随着我国经济结构的调整，电影产业作为文化产业的重要组成部分，在整个国民经济结构中扮演着越来越重要的角色，有巨大的经济和文化价值。

然而中国电影产业的飞速发展却伴随着营销观念的落后等问题。从现代营销学的角度看，电影的商业运作是一个系统性的营销工程。目前国内对我国电影营销策略研究尚处于起步阶段，关注领域也集中在外国学者的现有文献中，缺乏具有开创性的系统论述。电影市场作为市场经济中竞争最为激烈的买方市场，我国电影如何通过科学研究制定行之有效的营销策略从而实现其潜在的经济价值，是本文研究的初衷。

关键词：电影；电影市场；营销策略

ABSTRACT

In the background of economic globalization，cultural power must rely on a strong cultural industry，the development of cultural industry degree will be developed to measure a country's comprehensive national strength and degree of the important indexes. In our country，the construction of market economy for all kinds of cultural products are put forward by market demands，the commercialization of various resources，to optimize configuration improving all kinds of product's competitiveness. Along with our country economy structure adjustment，the film industry as an important part of cultural industry in the national economic structure，plays a more and more important role，a huge economic and cultural value.

However，the rapid development of Chinese movie industry but with the problems such as the marketing concept behind. From the perspective of modern marketing，the film business operation is a systematic marketing project. At present domestic to domestic film marketing strategy research infancy，attention domains in foreign scholars also focused on the existing literature，lack of groundbreaking system discussed. Film market as the most competitive market economy in the buyer's market，China's movies through scientific research how formulated effective marketing strategies to realize the potential economic value，is the purpose of this study.

Keywords：Movies；Film market；Marketing strategy