中国电影产业营销管理研究
毕业论文关键词：中国电影产业；营销管理；新媒体；观众培养
Study on the marketing management of Chinese movie industry
Abstract：With decades of development, Chinese movie industry has made a lot of achievements. However, compared with World great movie countries or European and American blockbusters, Chinese movies always lack a little. There are reasons for not only the story, performance and ability of actors and directors, but also for poor marketing management. There are lots of problems of Chinese marketing management such like lake of competitive and talents, no strict standard for commercialization, piracy and copyright. This makes marketing consciousness weak, model single, measures poor and methods less. Strengthening appliance of new medias and audience development, updating marketing methods, creating new marketing models, enhancing marketing talents raising, finding out how to deal with art movies, make stricter laws to fight against piracy and copyright are ways to improve marketing managements level of our country. Meanwhile, drawing lessons from succeed examples of other countries, developing long-term film marketing (audience), exploiting derivative of films, creating new marketing models and having exact market positioning are some suggestions that this article may show to movie marketing of China.
Keywords：Chinese Movie Industry Marketing Management New Media Audience Cultivation
目 录
一、引言 1
（一） 研究背景 1
（二） 研究目的 2
（三） 研究意义 2
二、课题研究现状和发展趋势 3
（一） 我国目前电影营销的现状 3
（二） 电影市场营销的定义 3
（三） 我国电影营销的发展趋势 4
三、目前我国电影营销存在的问题 5
（一） 产业整体缺乏竞争力 5
（二） 中国电影市场化和商业化缺乏评判标准 6
（三） 核心人才匮乏 6
（四） 我国艺术电影在国内没市场 7
（五） 版权始终难以保障，盗版太过猖狂 8
四、解决问题的措施 9
（一） 加强新媒体的应用 9
（二） 建立合理的电影市场营销理念 10
（三） 加强培养专业化的电影产业市场营销管理类人才 10
（四） 不断挖掘艺术类影片的出路 11
（五） 对于反盗版、反侵权的相关法律严格实施，捍卫版权的正确开发 11