续集电影的片名策略及其市场效应研究

Movie sequel’s naming strategies and its effect on market performance

以续集电影为研究情境,探讨了电影制作经营方如何通过科学的电影续集片名策略,来提升观众的观影意愿和电影的市场表现。通过两个消费者实验和美国电影市场1960年~2017年的电影数据,研究发现,续集电影采用文字片名策略(vs.数字片名策略)会促使消费者有更高的观影意愿,想象可达性发挥中介作用。但是这一关系受到电影题材的调节,前瞻性题材的续集电影使用文字片名策略会产生更高的观影意愿,而回溯性题材的续集电影使用数字片名策略会产生更高的观影意愿。对影视产业如何采取不同的续集影视片名策略,从而打造影视知名品牌提供了战略启示;为更广泛的文化产业的品牌营销也具有战略借鉴意义.

This paper explores how sequel movies can increase consumers9 willingness to watch and improve their market performance by different naming strategies.From two laboratory experiments and real data in The Internet Movie Database(IMDb),the paper finds that consumers are more willing to watch named sequels(vs.numbered sequels),and that consumers9 imagery accessibility plays a mediating role in this effect.However,this effect is moderated by movie themes.Specifically,for prospective sequels,consumers are more willing to watch named sequels(vs.numbered sequels);while for retrospective sequels,they are more willing to watch numbered sequels(vs.named sequels).This paper has strategic implications on how to build film brands by adopting different naming strategy,and on brand marketing for the whole cultural industry.