中国小成本电影营销策略探究.doc

摘要:电影既是艺术也是商品，就需要盈利。2012年中国电影总票房达到170.73亿，成为全球第二大电影市场。但电影大国不等于电影强国。2012年的170.73亿票房中，国产片80亿出头，占比48.46%，10年来首次被进口片击败。其中，小成本电影占中国本土电影总数的90%，但这90%的电影能盈利的只占百分之25%。小成本电影数量庞大，但是却盈利低，这严重的制约了中国本土电影产业的发展。提高其盈利能力，不仅有助于抵抗好莱坞更有利于中国电影文化事业的繁荣。电影营销的缺失和营销理念的俗套成为制约国产小成本电影获取未来发展的重要因素。本文通过对小成本电影市场营销环境的分析，探究小成本电影成功案例，试图为国产小成本电影营销提供一套科学化、系统化的模板。提出新的能有助于国产小成本电影盈利的营销策略，营销模式。

关键词：小成本电影 案例分析 营销策略

ABSTRACT:The film is the art and commodity, needs to profit. In 2012 the Chinese film box office reached 17073000000，Chinese as the world's second largest film market. But the movie big is not equal to the film powers. In 2012 17073000000 votes in early 8000000000, the domestically produced piece, accounted for more than 48.46%.For the first time in 10 years to be imported film beat. Among them, low cost films accounted for 90% of the total number of Chinese films. But these 90% movies will profit accounted for only 25% per cent. The number of low cost films is huge, but the profit is low, which seriously restricts the development of Chinese film industry. 

　　　To improve its profitability, not only helps to resist the Hollywood is more conducive to the prosperity of Chinese film culture. Lack of movie marketing and marketing convention restricts the small-budget films to obtain important factors of future development. In this paper, through the analysis of the film marketing environment of small cost, explore the small cost of the movie the successful case, trying to provide a set of scientific, systematic template for a scientific film marketing. Propose new domestic small budget films can contribute to profitable marketing strategy, marketing mode.

Keywords: small budget films;  Case Analysis;  Marketing Strategy

　　　本文参考国内外最新文献，及相关书籍，再结合所学知识而写成。本文第一章是概述，分布交代了研究的背景，研究的目的和意义及本文思路。第二章阐明小成本电影国内外研究现状，主要从这几个方面做出了分析比较，国内外电影在电影制作阶段的营销手法，在电影上映阶段的营销策略，在电影放映结束后，国内外的营销反应。第三章是我国小成本电影面临的压力，主要从国外进口片冲击，国内大片压制和小成本电影海外上映不挣钱这几点分析。第四章是我国小成本电影发展的SWOT分析。第五章是案例分析，最后是结论。