影视文化产品“情怀营销”策略分析  

Analysis of“Sentimental Marketing”Strategy of Film and Television Cultural Products

作　　者：罗帆帆 Luo Fanfan(Jieyang Vocational and Technical College,Jieyang,Guangdong 522000)

机构地区：[1]揭阳职业技术学院经济管理系,广东揭阳522000

出　　处：《江苏商论》2021年第1期28-30,共3页Jiangsu Commercial Forum

摘　　要：在集体怀旧的时代背景下,“情怀营销”已经成为影视文化产品最为重要的营销手段之一。本文基于受众心理学的研究视角,以近几年热门的影视文化产品为例,通过“5C”组合探索和分析“情怀营销”策略以及存在的问题,并提出借鉴性建议。In the era of collective nostalgia,“sentiment marketing”has become one of the most important marketing methods for film and television cultural products.Based on the research perspective of audience psychology,this article takes the popular film and television cultural products in recent years as an example,explores and analyzes the strategies of“sentimental marketing”and existing problems through the“5C”combination,and puts forward suggestions for reference.

关 键 词：影视文化产品 受众心理学 5C组合 情怀营销 

分 类 号：F713[经济管理—产业经济]