论中国金鸡百花电影节文化品牌的转型与信任建立  

The Cultural Brand Transformation and Trust Establishment of the China Golden Rooster & Hundred Flowers Film Festival

作　　者：李明昱 饶曙光 Li Mingyu;Rao Shuguang

机构地区：[1]上海大学上海电影学院 [2]中国电影评论学会 [3]北京电影学院未来影像高精尖创新中心

出　　处：《电影艺术》2022年第1期58-64,共7页Film Art

基　　金：国家社科基金特别委托项目“中国电影金鸡奖、大众电影百花奖评奖研究”(项目编号:21@ZH013)阶段性成果。

摘　　要：为了更好应对品牌不断"碎片化"以及参与者个性化的选择意识,满足参与者的不同需求,中国金鸡百花电影节需要不断进行节展文化品牌的调整和转型。但由于多方面的原因,中国金鸡百花电影节这个品牌在当下电影人和观众心中的信任度和忠诚度需要进一步加强,需要通过建立品牌社群来增强人们对它的信任度和忠诚度。这其中既包括传统意义上线下形成的品牌社群,也包括通过互联网建立的虚拟品牌社群,还可以通过线上线下联动共同维护品牌社群。In order to better cope with the continuous “ fragmentation” of the brand and the individualized selection of participants, and to meet different needs of the participants, the China Golden Rooster & Hundred Flowers Film Festival needs to continuously adjust and transform the festival cultural brand. However, due to various reasons, the trust and loyalty of filmmakers and audiences to China Golden Rooster & Hundred Flowers Film Festival is gradually weakening. Actions needs to be taken to enhance the trust and loyalty of filmmakers and audiences to its cultural brand, which includes build online and offline brand communities, establish virtual brand communities through the Internet, and jointly organize online and offline events.

关 键 词：金鸡百花电影节 节展文化品牌 品牌“碎片化” 品牌社群 

分 类 号：J992.7[艺术—电影电视艺术]