中国电影整合营销策略研究  

Research About Integrated Marketing Strategy for Chinese Movie

作　　者：李艳[1] 

机构地区：[1]西安交通大学人文学院,陕西西安710049

出　　处：《郑州航空工业管理学院学报（社会科学版）》2006年第3期175-177,共3页Journal of Zhengzhou University of Aeronautics(Social Science Edition)

摘　　要：由于中国电影营销策略与其产业发展要求的偏差,致使诸多电影产品难以在市场上最大限度地展现其经济和艺术价值。针对这种现状,文章通过对中国电影当前营销现状的分析,提出运用整合营销的理念,构建适合本国国情的电影整合营销模式。Owing to the discrepancy between marketing strategy for Chinese movies and industrial development requirements,a large quantity of movies cannot display their economic and artistic value maximally. For such situation, the author, based on the analysis of the present marketing for Chinese movies, proposes that we should use the idea of integrated marketing to create the integrated marketing model which is suitable to Chinese, condition.

关 键 词：中国电影 整合营销 策略 

分 类 号：F719.5[经济管理—产业经济]