洛阳理工学院毕业论文中国电影市场营销分析研究年级:2010级学号:Z10165919姓名:杨柳专业:市场营销指导老师:张丽娟二零一三年六月---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---中国电影市场营销分析研究摘要在西方发达国家，电影产业已成为许多国家的支柱产业之一。中国作为文化大国，电影产业也必然在国民经济中扮演重要角色。以美国好莱坞为代表的电影王国和其他新兴的电影后起之秀，正在以前所未有的速度向全球覆盖和扩张。但是在大好形势下，我们也应看到国内电影市场存在许多问题，尤其是电影营销上的欠缺。为此，本文在通过比较好莱坞与国内大制作电影在营销策略上的不同，提出基于6P营销理论的改进建议。关键词：电影营销，市场现状，6P营销策略，SWOT分析---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---ChineseFilmMarketingAnalysisABSTRACTInWesterncountries,thefilmindustryhasbecomeoneofthepillarindustriesinmanycountries.Chinaasacountryofculture,thefilmindustryisalsoboundtoplayanimportantroleinthenationaleconomy.UnitedStatesofAmericaasrepresentedbytheHollywoodmovieKingdomandotheremergingrisingstarofthefilm,isgrowingatanunprecedentedratetotheglobalcoverageandexpansion.Butinagoodsituation,weshouldalsoseethedomesticfilmmarkettherearemanyproblems,especiallythelackofmoviemarketing.Inthispaper,bycomparisonwiththedomesticblockbusterHollywoodfilmsinthemarketingstrategiesofthedifferentproposedbased6PMarketingTheorysuggestionsforimprovement.Keywords:moviemarketing,marketsituation,6PMarketingStrategy,SWOTanalysis---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---目录摘要................................................................................................................................1第1章绪论....................................................................................................................11.1研究背景.....................................................................................................................11.2研究目的与意义.........................................................................................................11.2.1研究目的..............................................................................................................11.2.2研究意义..............................................................................................................2第2章国内外电影市场营销现状对比分析....................................................................22.1国内电影营销的现状.................................................................................................22.1.1国内电影营销的现状综述..................................................................................22.1.2国内电影档期营销现状......................................................................................22.1.3国内电影置入式广告的应用..............................................................................22.1.4国内电影的后产品营销现状..............................................................................32.2美国电影市场营销现状分析.....................................................................................42.2.1好莱坞电影营销现状..........................................................................................42.2.2好莱坞电影的发行放映营销..............................................................................42.2.3好莱坞电影的创新性营销..........................................