中国品牌植入好莱坞电影的策略研究

Study on strategy of product placement of Chinese brand in Hollywood films

电影植入式广告有着超过百年的历史,特别是在电影商业化程度最高并进行全球化营销的好莱坞,植入式广告已经成为其电影中不可或缺的一部分。近年来,中国品牌由于自身发展的需要而越来越多地被植入好莱坞电影之中,成为中国广告业发展过程中的亮点之一,而这一现象也随着电影的热映引起了学界、业界和消费者的广泛关注。采用文献研究法,并佐以案例分析法,从电影植入式广告在中国的发展和中国品牌近年来植入好莱坞电影的情况入手,结合中国品牌的自身特点,提出中国品牌植入好莱坞电影的运营策略,包括增强品牌内功、运用植入技巧、提高品牌文化影响力等。

The film product placement has a history of more than one hundred years, especially in Hollywood, which has a highest degree of commercialization and global marketing of films, and embedded marketing has become an indispensible part of its films. In recent years, Chinese brands have embedded into more and more Hollywood films due to the need of their own needs of development, which has become one of the highlights in the development of advertising industry in China. That phenomenon has also aroused widespread concern in academia, industry and consumers as the movie films are shown. Using the literature research method combined with case study, from the development of film embedded advertising in China and the situation of Chinese brand embedded in Hollywood films, combining the characteristics of Chinese brands, the operation strategies are proposed for the Chinese brand to be placed in Hollywood films, including enhancing the internal strength, utilizing the placement skills, and improving the influence of brand culture, etc.