最新推荐电影营销策略外文文献翻译最Word格式文档下载.docx

1、S Jockel. The Study of Movie Marketing J. The International Journal on Media Management, 2015, 8（2）: 84-91.原文The Study of Movie MarketingS JockelAbstractMovie marketing means that movies and other industrial products in society, in a period of excess capacity, directly or indirectly, from the indust

2、ry inside and outside competition makes the film market in the market dominated by the buyers demand. Movie marketing need to select the target market, value and experience of creation and transfer to cater to the audience, from the movie the position of consumer values for planning, production, mar

3、keting. Related enterprises must meet the consumers in down to gain advantage in the market, will eventually film into consumer products to create more economic value, can be devoted to reproduction cycle in the link. Keywords: film marketing, media, and economic value1 IntroductionAfter the advent

4、of the Internet, information technology and the continuous development of digital technology and more and more perfect film lovers feel the charm of the film. In the film marketing, Hollywood movies can be said to be the movie marketing model in the world. Due to the rapid development of new media t

5、echnology and its characteristics of transmission allows the film to use the advantage of new media for film marketing, and achieved good results. After arrival in the era of big data, film and television industry started in the new media, on the basis of making use of big data for film and televisi

6、on production and marketing, in order to gain the audiences good reputation and beyond cost several times at the box office. 2 Literature reviewRichard matt white learning monographs in the movie the Hollywood movie - 1891 years the history of the American film industry, from the external review com

7、mercial on behalf of the Hollywood film industry, but through the Hollywood film works, form characteristic and history process, critical environment these Hollywood itself the real level of inspection, the Hollywood commercial characteristics were analyzed. He stressed the first movie as a kind of

8、recreational goods attribute, think that the film is entertaining first is the profit for the purpose of film industry.Wirth, Bernd in 外文文献翻译3 Film goods attribute and marketingFilm, as a kind of mass entertainment consumer goods, it is one of the most fundamental, the main purpose is to attract the

9、 audience, and the audience into the cinema drives the box office, eventually. Film itself as a kind of material consumption of information goods, This shows that the public on the choice of film is based on the efficiency of their leisure time, or do other things to, people have time to rest or do

10、something cheaper, you may choose to watch movie to meet their own needs. According to the film consumption has timeliness and seasonal product we can analysis and research on film consumers, capable of hitting the target, cost savings in terms of movie marketing.Film marketing can be divided into t

11、hree levels: product marketing, film of brand marketing of enterprise culture and film industry. Marketing is the lowest level of film products, the quality of the products mainly include films, marketing strategy, film, pricing, etc. Film brand marketing is essentially a medium provided by the spir

12、it of product quality evaluation in the eyes of the audience, and the quality of commercial value, it has the cultural uniqueness, comprehensive benefit, extensibility and consumer brand loyalty sexual characteristics. Film marketing, corporate culture is through the models unique corporate culture

13、to strengthen enterprise image and the marketing characteristics of the enterprise, through the movie marketing behavior to conduction enterprise material culture, system culture and spirit of enterprise culture to complete image of the enterprise.McLuhans thesis that With film industry thriving and

14、 development, the enthusiasm of the audience viewing is also growing. Movie marketing partial entertainment more get the favor of our film consumers, more and more enterprises also has attention on the film of entertainment marketing. For commercial film, in order to get higher profits and returns,

15、and through the entertainment channel to implement the spirit of socialfunction can help to solve this problem. For commercial movie of this kind of social function, j.t Farrell said: Film marketing, because of the large data and numerical analysis of new media has brought more opportunities, let ma

16、rketers can through the use of people of different requirements of audience segmentation, will shift the marketing activities can satisfy personalized viewing needs. Search engine can be very effective segmentation of public access to a particular movie website, columns, and thus for the audience accurate positioning. Users data and information, including user preferences, age, gender, academic and viewing preferences, etc., c