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近几年,中国的电影业和电影市场发展迅猛,制作了许多票房超过10亿元的电影。虽然中国电影市场有了较明显的成绩,但中国电影与美国在票房收入和产业发展方面仍然存在一定的差距。此前对中国电影业的研究表明,中国电影业的营销体系还没有完全成熟,也可以说由于营销模式弱,许多电影没有达到它们的全部潜力。本文将提供一种新的营销管理方法——GRD法(黄金时、声誉周、发行力量),将市场营销管理的过程按时段化划分,以便更清楚地指明电影项目中执行不同营销技术的合适/恰当时间,并用相关案例加以验证。
In recent years, the film industry and movie market in China have witnessed rapid development with many movies worth over one billion yuan at the box office. Although the Chinese movie market has made obvious achievements, there is still a gap between Chinese film and the United States in box office receipts and industrial development. Earlier research on the Chinese film industry showed that the marketing system of the Chinese movie industry was not yet fully mature and that many movies did not reach their full potential due to the weak marketing model. This article will provide a new approach to marketing management - the GRD approach (golden age, reputation week, issue force) that divides the marketing management process by time segment to more clearly indicate the appropriateness of executing different marketing techniques in a movie project / Proper time, and verified with relevant cases.