渠道管理论文

论文题目：网络营销在我国电影产业中的应用分析

————以《泰囧》成功的网络营销为引例

学科名称：工商管理

学员姓名：赵海龙学员签名：

导师姓名：李红耀导师签名：

摘要

随着互联网的高速发展和电脑的世界普及化，使用互联网的人数和次数越来越多。网络逐渐成为人们生活和工作中不可或缺的服务工具，在这个基础上，网络营销便逐渐开始发挥其强大的市场作用。我国电影产业依靠强大的网络营销就已经获得了巨大的成功。、最近最热的电影《泰囧》就是一个鲜明的例子。据2012年12月25日光线传媒发布的公告，《人再囧途之泰囧》上映12天，票房就已达到6.9亿元。二级市场上，光线传媒股价水涨船高，昨天大涨9.27%逼近涨停，而上映以来10个交易日，其股价升幅高达32%。仔细分析不难发现：网络营销对其起到了关键性作用。通过对《泰囧》成功网络营销的分析，我们深化了对网络营销渠道的理解，提高运用网络营销的能力。这些对于提高网络营销在实际营销中发展作用具有十分重要的现实意义。

本文分析了《人在囧途之泰囧》上映成功的主要原因以及营销渠道尤其是网络营销渠道在其中的关键作用，网络营销的发展历史、现状、前景，详细介绍了网络营销的相关理论、网络营销管理的相关理论，研究了国内外电影产业网络营销研究的最新成果和发展趋势；本文采用比较分析法等方法，分析了我国电影产业网络营销存在的问题，并为之提出了合理化的建议。

总之，本文对网络营销渠道进行了深入的分析。本文的分析对提高营销专业学生专业素养具有实际意义。

【关键字】：互联网电影产业泰囧网络营销

Title: NETWORK MARKETING IN CHINA’S FILM INDUSTRY APPLICATION NANALYSIS

————the example of " Thai " embarrassed to successful internet marketing

Course Name: Business Administration

Supervisor: Hongyao Li Signature:

Student: HailongZhao Signature:

Abstract

With the rapid development of the Internet and the popularization of the computer world, the use of the number of Internet are more and more. The network has gradually become indispensable to people's lives and work in the services tool, in this foundation, the network marketing has gradually started to play the strong role of the market. China's film industry to rely on a strong marketing network has achieved great success. Recently, the hottest film " Thai embarrassed " is a vivid example of. According to a December 25, 2012 light media announcement, " one way of the Thai embarrassed embarrassed " released 12 days, had reached $690000000 at the box office. In two levels of markets, light media shares soaring, yesterday rose 9.27% trading close to release, and since 10 trading days, the stock price increases of up to 32%. Careful analysis is not difficult to find: network marketing of its played a key role. According to the Thai " embarrassed " successful network marketing analysis, deepen our understanding of network marketing channels, improve the use of network marketing ability. The improvement of network marketing in the actual marketing development has very important real sense.

This paper analyzes the " people in the way of the Thai embarrassed embarrassed " released successful main reason as well as the marketing channel especially network marketing channel in which the key role, network marketing development history, status, prospect, introduced in detail the theory of network marketing, network marketing management theory, study of the domestic and foreign Research on network marketing the latest achievements and trends of development; this article uses the comparison analytic method, has analyzed our country network marketing problems, and to put forward the rationalization proposal.

In short, the network marketing channel undertook thorough analysis. The analysis to improve the marketing major students professional quality has practical significance.

【Key words】: Internet The film industry Thai embarrassed Network Marketing