最新推荐电影营销策略外文文献翻译最.docx

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