电影营销策略外文文献翻译最新译文.docx

电影营销策略外文文献翻译最新译文.docx

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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,andeconomicvalue1Introduction

AftertheadventoftheInternet,informationtechnologyandthecontinuousdevelopmentofdigitaltechnologyandmoreandmoreperfectfilmloversfeelthecharmofthefilm.Inthefilmmarketing,Hollywoodmoviescanbesaidtobethemoviemarketingmodelintheworld.Duetotherapiddevelopmentofnewmediatechnologyanditscharacteristicsoftransmissionallowsthefilmtousetheadvantageofnewmediaforfilmmarketing,andachievedgoodresults.Afterarrivalintheeraofbigdata,filmandtelevisionindustrystartedinthenewmedia,onthebasisofmakinguseofbigdataforfilmandtelevisionproductionandmarketing,inordertogaintheaudience'sgoodreputationandbeyondcostseveraltimesattheboxoffice.

2Literaturereview

RichardmattwhitelearningmonographsinthemovietheHollywoodmovie-1891yearsthehistoryoftheAmericanfilmindustry,"thebookseriouslyputforwardthesignificancetothestudyofHollywoodmovies,andputforwardtheuniqueresearchway.Mattwhitenotfrompastsocialcriticismandpsychoanalysisperspective

fromtheexternalreviewcommercialonbehalfoftheHollywoodfilmindustry,butthroughtheHollywoodfilmworks,formcharacteristicandhistoryprocess,criticalenvironmenttheseHollywooditselfthereallevelofinspection,theHollywoodcommercialcharacteristicswereanalyzed.Hestressedthefirstmovieasakindofrecreationalgoodsattribute,thinkthatthefilmisentertainingfirstistheprofitforthepurposeoffilmindustry.

Wirth,Berndin"TheInternationalJouralonMediaManegement"（（（mediummanagementmagazine）））publishedanarticlecalled"fusionprocess"inThefilmindustryishighlycompetitiveinTheindustrypartners,outputvalueofThefilmcreationandopportunityisunmatchedbyotherindustries,ThesuccessofThefilmnotonlycancreateatTheboxoffice,andThederivativesofaroundThefilmcreatemoreeconomicbenefits.Thefilmbecamethebasisforthedevelopmentofmanyindustries.Mediagiantpurchaseofenterprises,tocontrolthecontentoftheproductionandcirculation,formedacompleteindustrialchain,andachievemaximumintegrationeffect.Isdescribedinthearticlefromtheperspectiveofmovieindustrializationtheimportanceofthefilmindustry,demonstratesthedevelopmentoffilmindustrytotakeavarietyofchannelsasthefeasibilityofeconomicresourcesandculturaloutput.

3Filmgoodsattributeandmarketing

Film,asakindofmassentertainmentconsumergoods,itisoneofthemostfundamental,themainpurposeistoattracttheaudience,andtheaudienceintothecinemadrivestheboxoffice,eventually.Filmitselfasakindofmaterialconsumptionofinformationgoods,"thereisnootherindustrywillbeintheabsenceofanypublicthatinvestmentmusttocompleteitandwedon'thaveanyotherindustryafteritsproductswillbeusedbythepublic,justtakethememoryofhim.“Movieasakindofconsumergoods,hasitsuniqueeconomicattributeanditsoutstandingperformance,theAmericanscholarLewis?

Jacobinthebook"theriseoftheAmericanfilm",said:

"fromthebeginning,themoviehasthepropertiesofthethreeaspects:

oneisthegoods,thesecondistechnology,andthreeisasocialpower.“Theeconomicattributeofthefilmismainlyinthefilmproductsconsumptionhastimelinessand seasonal”.

Thisshowsthatthepubliconthechoiceoffilmisbasedonthe efficiencyoftheirleisuretime,ordootherthingsto,peoplehavetimetorestordosomethingcheaper,youmaychoosetowatchmovietomeettheirownneeds.Accordingtothefilmconsumptionhastimelinessandseasonalproductwecananalysisandresearchonfilmconsumers,capableofhittingthetarget,costsavingsintermsofmoviemarketing.

Filmmarketingcanbedividedintothreelevels:

productmarketing,filmofbrandmarketingofenterprisecultureandfilmindustry.Marketingisthelowestleveloffilmproducts,thequalityoftheproductsmainlyincludefilms,marketingstrate