后CEPA时代香港电影整合营销现状研究  

On the Status Quo of the Integrated Marketing of Hong Kong Films in the Post-CEPA Era

作　　者：张燕[1] 任晟姝[1] 

机构地区：[1]北京师范大学艺术与传媒学院,北京100875

出　　处：《山西大学学报（哲学社会科学版）》2012年第5期141-144,共4页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：教育部人文社科青年基金项目"入世十年中国电影产业发展得失及对策研究"(11YJC760116)

摘　　要：后CEPA时代香港电影的创作拍摄和文化表达逐渐转型调整,与此同时,随着内地电影营销实践的不断积累,香港电影的宣传营销也有效更新,初步建立起新形势下整合营销传播的新体系。文章旨在以整合营销理论为支撑,分析后CEPA时代香港电影整合营销的理念、模式、特点与策略,并通过《叶问》个案分析解读当下香港电影营销的具体实践。In the post-CEPA era,Hong Kong film production and cultural expression gradually get transformed and adjusted.At the same time,the advertising and marketing of Hong Kong movies are renewed effectively with the accumulated marketing practice of mainland film.Now Hong Kong film has set up a new system of integrated marketing communications in the new situation.Based on the integrated marketing theory,this article focuses on the Hong Kong film integrated marketing system in the post-CEPA era,including idea,model,characteristic and strategy.Also,by interpretating the success of Ip Man,it analyses the marketing practice of Hong Kong movies.

关 键 词：后CEPA时代 香港电影 整合营销 

分 类 号：J943[艺术—电影电视艺术]