| 好莱坞电影的营销和推广策略研究 |
| |
| 引用本文： | 王战,杨婷.好莱坞电影的营销和推广策略研究[J].湖南大众传媒职业技术学院学报,2012(5):5-11. |
| |
| 作者姓名： | 王战 杨婷 |
| |
| 作者单位： | 湖南师范大学新闻与传播学院 |
| |
| 摘 要： | 电影属于文化产品的范畴,相对于普通商品而言,它具有文化价值和商业价值双重属性。把电影纳入文化产品的研究范畴,充分考虑观众对于电影文化价值的需求,好莱坞电影基于营销理论在营销和推广过程中的运作模式,无限放大了电影产业及相关产业可利用的资源,以达效益最大化。
|
| 关 键 词： | 好莱坞电影 文化产品 整合营销 |
Research on Hollywood Movies Marketing and Promotion Strategy |
| |
| WANG Zhan,YANG Ting.Research on Hollywood Movies Marketing and Promotion Strategy[J].Hunan Mass Media Vocational Technical College(Mass Media),2012(5):5-11. |
| |
| Authors: | WANG Zhan YANG Ting |
| |
| Institution: | (School of Journalism and Communication,Hunan Normal University,Changsha,Hunan 410081) |
| |
| Abstract: | The film products or commodities belong to the category of cultural products.Compared with the ordinary commodities,it has both cultural values and commercial values.This paper puts the film into the category of cultural products,fully considering audience’s demands for culture value in the film.The marketing and promotion mode of Hollywood movies magnify the available resources in the film industry and relevant industry to achieve maximum benefits. |
| |
| Keywords: | Hollywood movie cultural products integrated marketing |
| 本文献已被 CNKI 等数据库收录！ |
|
