电影营销模式发展研究

The Development of Movie Marketing Modes

我国传统媒介传播时代电影营销的主要模式包括影院营销和档期营销。进入到网络传播时代之后,电影营销出现了SNS营销、微博营销、网站营销、搜索引擎营销等新的营销模式。我国电影营销已经呈现出由被动营销向主动营销、由单一营销向组合营销、由粗放式营销向精准营销的发展趋势。

In the traditional media communication era, the main movie marketing modes are theater marketing and schedule marketing. Now a network communication era emerges and new marketing modes arise in terms of SNS marketing, microblog marketing, website marketing and search engine marketing. Movie marketing in China has shown a development tendency from passive marketing into active marketing, from single marketing into integrated marketing and from extensive marketing into precision marketing.