最新推荐电影营销策略外文文献翻译最.docx
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最新推荐电影营销策略外文文献翻译最
文献出处:
SJockel.TheStudyofMovieMarketing[J].TheInternationalJournalonMediaManagement,2015,8
(2):
84-91.
原文
TheStudyofMovieMarketing
SJockel
Abstract
Moviemarketingmeansthatmoviesandotherindustrialproductsinsociety,inaperiodofexcesscapacity,directlyorindirectly,fromtheindustryinsideandoutsidecompetitionmakesthefilmmarketinthemarketdominatedbythebuyer'sdemand.Moviemarketingneedtoselectthetargetmarket,valueandexperienceofcreationandtransfertocatertotheaudience,fromthemoviethepositionofconsumervaluesforplanning,production,marketing.Relatedenterprisesmustmeettheconsumersindowntogainadvantageinthemarket,willeventuallyfilmintoconsumerproductstocreatemoreeconomicvalue,canbedevotedtoreproductioncycleinthelink.Keywords:
filmmarketing,media,andeconomicvalue
1Introduction
AftertheadventoftheInternet,informationtechnologyandthecontinuousdevelopmentofdigitaltechnologyandmoreandmoreperfectfilmloversfeelthecharmofthefilm.Inthefilmmarketing,Hollywoodmoviescanbesaidtobethemoviemarketingmodelintheworld.Duetotherapiddevelopmentofnewmediatechnologyanditscharacteristicsoftransmissionallowsthefilmtousetheadvantageofnewmediaforfilmmarketing,andachievedgoodresults.Afterarrivalintheeraofbigdata,filmandtelevisionindustrystartedinthenewmedia,onthebasisofmakinguseofbigdataforfilmandtelevisionproductionandmarketing,inordertogaintheaudience'sgoodreputationandbeyondcostseveraltimesattheboxoffice.2Literaturereview
RichardmattwhitelearningmonographsinthemovietheHollywoodmovie-1891yearsthehistoryoftheAmericanfilmindustry,
fromtheexternalreviewcommercialonbehalfoftheHollywoodfilmindustry,butthroughtheHollywoodfilmworks,formcharacteristicandhistoryprocess,criticalenvironmenttheseHollywooditselfthereallevelofinspection,theHollywoodcommercialcharacteristicswereanalyzed.Hestressedthefirstmovieasakindofrecreationalgoodsattribute,thinkthatthefilmisentertainingfirstistheprofitforthepurposeoffilmindustry.
Wirth,Berndin
外文文献翻译
3Filmgoodsattributeandmarketing
Film,asakindofmassentertainmentconsumergoods,itisoneofthemostfundamental,themainpurposeistoattracttheaudience,andtheaudienceintothecinemadrivestheboxoffice,eventually.Filmitselfasakindofmaterialconsumptionofinformationgoods,
Thisshowsthatthepubliconthechoiceoffilmisbasedontheefficiencyoftheirleisuretime,ordootherthingsto,peoplehavetimetorestordosomethingcheaper,youmaychoosetowatchmovietomeettheirownneeds.Accordingtothefilmconsumptionhastimelinessandseasonalproductwecananalysisandresearchonfilmconsumers,capableofhittingthetarget,costsavingsintermsofmoviemarketing.
Filmmarketingcanbedividedintothreelevels:
productmarketing,filmofbrandmarketingofenterprisecultureandfilmindustry.Marketingisthelowestleveloffilmproducts,thequalityoftheproductsmainlyincludefilms,marketingstrategy,film,pricing,etc.Filmbrandmarketingisessentiallyamediumprovidedbythespiritofproductqualityevaluationintheeyesoftheaudience,andthequalityofcommercialvalue,ithastheculturaluniqueness,comprehensivebenefit,extensibilityandconsumerbrandloyaltysexualcharacteristics.Filmmarketing,corporatecultureisthroughthemodel'suniquecorporateculturetostrengthenenterpriseimageandthemarketingcharacteristicsoftheenterprise,throughthemoviemarketingbehaviortoconductionenterprisematerialculture,systemcultureandspiritofenterpriseculturetocompleteimageoftheenterprise.
McLuhan'sthesisthat
Withfilmindustrythrivinganddevelopment,theenthusiasmoftheaudienceviewingisalsogrowing.Moviemarketingpartialentertainmentmoregetthefavorofourfilmconsumers,moreandmoreenterprisesalsohasattentiononthefilmofentertainmentmarketing.Forcommercialfilm,inordertogethigherprofitsandreturns,andthroughtheentertainmentchanneltoimplementthespiritofsocial
functioncanhelptosolvethisproblem.Forcommercialmovieofthiskindofsocialfunction,j.tFarrellsaid:
Filmmarketing,becauseofthelargedataandnumericalanalysisofnewmediahasbroughtmoreopportunities,letmarketerscanthroughtheuseofpeopleofdifferentrequirementsofaudiencesegmentation,willshiftthemarketingactivitiescansatisfypersonalizedviewingneeds.Searchenginecanbeveryeffectivesegmentationofpublicaccesstoaparticularmoviewebsite,columns,andthusfortheaudienceaccuratepositioning.User’sdataandinformation,includinguserpreferences,age,gender,academicandviewingpreferences,etc.,c
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