中国艺术电影市场推广策略研究  

Research on the Strategic Promotion of Chinese Art Film Market

作　　者：王笑楠 王玉超 Wang Xiaonan;Wang Yuchao

机构地区：[1]中国电影艺术研究中心,北京100082

出　　处：《河南社会科学》2018年第6期85-91,共7页Henan Social Sciences

摘　　要：随着国内电影市场迅速扩容,作为重要细分类型的艺术电影获得更大的发展空间。以往商业片大一统的宣发方式带来的高成本和低发行效率对艺术片的传播造成很大障碍。本文结合对近年部分国内艺术影片发行案例的分析,探讨了我国艺术电影在宣传营销和发行放映环节的推广策略,指出在现有条件下,应实现产业链下游各环节的精耕细作,从而在优秀的艺术片作品和观众之间搭设一座桥梁。With the rapid expansion of the film market in China,art films have attained greater development space as an important specific style.However,the high cost and low efficiency in distribution have posed obstacles to its spread.Based on the analysis of some distribution cases of domestic art film in recent years,this essay discusses the strategic promotion of art film in marketing promotion and distribution,proposing that in the existing conditions we should make all kinds of parts on the downstream in the industrial chain cultivate intensively so that we can bridge the gap between the excellent art pieces and audiences.

关 键 词：艺术电影 市场推广 精准营销 分线发行 

分 类 号：J943[艺术—电影电视艺术]