新媒体时代中国电影营销的问题与对策InNewMediaEraChinesemoviemarketingproblemandcountermeasure摘要近二十年间，伴随着数字化、信息化技术的普及与应用，新媒体的迅猛发展已经引发了一场新的媒体革命，新媒体已经影响到人们生活的方方面面，使得人们的生活发生着翻天覆地的变化。新媒体时代的到来，给中国电影营销带来巨大发展契机的同时也带来了巨大的挑战。中国电影人由于经验匮乏、观念陈旧、心态浮躁等原因，在电影营销过程中产生了一些问题，造成了中国电影营销混乱无序的局面。本文试图梳理新媒体给中国电影营销带来的巨大变革，通过大量营销实例总结归纳新媒体时代中国电影营销的问题，并探索性地提出解决问题的对策，促进中国电影营销健康、科学与和谐发展。本文一共分为三部分。首先，结合新媒体带来的传播机制上的变革，分析了新媒体给中国电影营销带来的机遇与挑战；其次，结合中国新媒体环境，围绕中国电影营销的现实，从营销观念、营销方式、资源利用及影院建设等四个方面归纳和总结了中国电影营销存在的问题；最后，针对存在的问题，富有建设性与现实性的提出解决问题的对策，试图化解新媒体时代中国电影营销的矛盾与困惑，找到新的思路与解决方法，全面助力中国电影发展腾飞。关键词：新媒体中国电影电影营销ABSTRACTInrecenttwentyyears,withthepopularizationandtheapplicationofdigital,informationtechnology,therapiddevelopmentofnewmediahasledtoanewmediarevolution,andnewmediahasaffectedeveryaspectofpeople'slives,sothelivesofpeoplehavebeenintheearth-shakingchange.ThenewmediaerabringstheChinesemoviemarketingthehugedevelopmentopportunityatthesametimeitalsobringsgreatchallenges.Duetolackingofexperiencedandold-fashionedconcept,thefilmmarketinghavemanyproblemsintheChinesefilminthenewmediaera,andresultintheChinesemoviemarketingchaoticsituation.ThispaperattemptstoanalyzethenewmediatotheChinesemoviemarketingbroughttremendouschange,throughalargenumberofmarketingcasessummarizednewmediaeraChinesemoviemarketingproblems,andexploresproposedsolutionstothisproblems,topromotethenewmediaeraChinesemoviemarketinghealthdevelopment,scientificdevelopmentandharmoniousdevelopment..Thispaperisdividedintothreeparts,firstofall,Firstly,combiningwiththenewmediatransmissionmechanismtransformation,analysisofnewmediatoChinesemoviemarketingopportunitiesandchallenges;Secondly,combiningwiththenewmediaenvironmentinChina,focusingontherealityofChina'sfilmmarket,fromthefouraspectsanalyzesofChinesefilmmarketingproblems;Finally,putsforwardconstructiveandrealisticsolutionstothisproblem,andattempttoresolvethecontradictionsandconfusionoftheChinesefilmintheuseofnewmedia，withlookingfornewideasandsolutionmethods,helpChinaFilmDevelopmenttotakeoffcomprehensively.KeyWords:NewMediaChinesefilmMoviemarketing目录摘要......................................................................................................................................IABSTRACT............................................................................................................................II绪论.....................................................................................................................................10.1选题背景..............................................................................................................10.2研究意义..............................................................................................................10.3创新之处..............................................................................................................20.4研究思路和方法................
