电影营销策略外文文献翻译最新译文

文献出处：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 industry inside and outside competition makes the film market in the market dominated by the buyer's 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, marketing. 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 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 technology 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 television production and marketing, in order to gain the audience's 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, "the book seriously put forward the significance to the study of Hollywood movies, and put forward the unique research way.Matt white not from past social criticism and psychoanalysis perspectivefrom the external review commercial 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 recreational goods attribute, think that the film is entertaining first is the profit for the purpose of film industry.Wirth, Bernd in "The International Joural on Media Manegement" (((medium management magazine))) published an article called "fusion process" in The film industry is highly competitive in The industry partners, output value of The film creation and opportunity is unmatched by other industries, The success of The film not only can create at The box office, and The derivatives of around The film create more economic benefits. The film became the basis for the development of many industries. Media giant purchase of enterprises, to control the content of the production and circulation, formed a complete industrial chain, and achieve maximum integration effect. Is described in the article from the perspective of movie industrialization the importance of the film industry, demonstrates the development of film industry to take a variety of channels as the feasibility of economic resources and cultural output.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 audience, and the audience into the cinema drives the box office, eventually. Film itself as a kind of material consumption of information goods, "there is no other industry will be in the absence of any public that investment must to complete it and we don't have any other industry after its products will be used by the public, just take the memory of him. “Movie as a kind of consumer goods, has its unique economic attribute and its outstanding performance, the American scholar Lewis? Jacob in the book "the rise of the American film", said: "from the beginning, the movie has the properties of the three aspects: one is the goods, the second is technology, and three is a social power. “The economic attribute of the film is mainly in the film products consumption has timeliness and seasonal”.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 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 three 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 spirit 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 model's unique corporate culture 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.McLuhan's thesis that "the medium is the message", "it is medium in form features to repeat it in a variety of physical conditions, rather than the specific content, constitutes the history of media behavior. “As each kind of media, to a certain extent, change the way the human perception and cognition of the world. Also, per the emergence of a new transmission technology will change the way people entertainment, influence of the content and entertainment experience. Film technology unceasing development and renewal, brings the audience a different visual and, to satisfy the audience's curiosity, brought a new entertainment experience.With film industry thriving and 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, 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: "most of the film is not weak, but strong. It makes people more clear understanding not to their own moral, aesthetic and spiritual needs.Film marketing, because of the large data and numerical analysis of new media has brought more opportunities, let marketers 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. User’s data and information, including user preferences, age, gender, academic and viewing preferences, etc., can be predicted through the analysis of large data system, according to the records in the database search, marketers can do marketing for a film at a later date when can according to the data in order to develop the corresponding marketing activities.In the marketing of the enterprise, the first thing to recognize it can provide the best service of the market, then the market segmentation for multiple targets, and for each segment to develop detailed product development and marketing plan. Film as a mass media, is born from it as a medium of the popular culture spread across class, across groups, the influence of the mass there are individual differences, however, this is due to the cultural background, personality, and personal economic conditions caused by different. “In a wide range of content, can be obtained by each member of the transfer to pay special attention to choose those related to his interest, and with his position has been consistent, coincided with his faith, and information that supported his values. His reaction to this information restricted by his psychological makeup. Now you can see, the effect of the media in the waiters coco is not the same, but different. “Markets are divided into more small specific groups, differences, makes the mass marketing is no longer effective.Implantable advertising the product or the visual symbols of hidden in the movie, on behalf of the enterprise through the film scenarios, dialogue, street and image expression, make the audience unconsciously left on products and enterprise image, achieve the goal of marketing. As the amount and type of media is increasing, theinformation in the form of fission, surrounded by a large amount of information, perception of advertising has numbness. The success of the product placement is under the condition of the collective unconscious audience to convey business information to the audience, didn't make the audience feel are selling products in a deliberate, can eliminate the alert psychological, unlike other forms of advertising is straightforward, forcing the audience to accept. From product placement in the film, can lower the first film investment risk, return on investment. Can also make investors more industries involved in the film investment, produce product more movies. To speed up the capital the virtuous circle between cross-industry and optimize the movie marketing comprehensive effect. Implantable advertising because of its characteristics make its expression under the condition of relatively closed to watch in the cinema, audience reality from the outside world, and temporary attention focused on the film, the film for the spread of information acceptance is very high, completely controlled by the development of the plot, the film of products is also without a guard under the consciousness of active, relative to the television, the public lost the strong independent selectivity. Movie artistic vitality is strong, can be in theaters broadcast repeatedly, but can be by the morphology of audio-visual products and broadcasted to watch on TV, commended by the art of infection at the same time, the audience exertsa deeper impression of the film advertising products.4 ConclusionsWith the increasing range of social products, should revolves around the consumer all activities of the enterprise. In the context of commercialization, the film as a product must achieve its economic benefits. 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, marketing. 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.译文电影营销问题研究S Jockel摘要电影营销,意味着在社会中电影与其他的工业产品一样,处在一个产能过剩的时期,来自行业内外直接或间接竞争态势使得电影市场处在消费者占主导地位的买方需求市场。