中影集团整体市场营销策划方案
摘
要 :
据国家广电总局统计,
2010 年中国电影票房收入首次超过
100 亿元,进入全球前十位,其中国产电影的贡献超过 60%,其中
中影集团以独家、联合、代理、协助等不同形式发行了国产影片
200 多部。可以不夸张的说,中影集团近年来在改革和发展的历史
背景下,其创作格局和产业发展的实践表明,中影集团创造性的完
成了历史赋予它的使命和职责,成为了中国电影无可争议的龙头企
业。然而随着文化产业前所未有的高速发展和竞争,原有的影片营
销策划方案已不适应新的形势,因而需重新设计新的营销策划方案,
以便适应新形式下中影集团的发展和壮大。
关
键词:中影集团、营销推广、整体营销
China Film Group overall marketing
planning program
Summary
According to the State administration of statistics, 2010 Chinese films grossing more
than $ 10 billion for the first time, the world's top ten, the contribution of domestic films
exceeded 60%, China Film Group to different forms such as sole, joint, agent, assisted by
issuing domestic films more than more than 200. No exaggeration to say, China Film Group
in historical context of the reform and development in recent years, their creative patterns
and industry practice has shown that the China Film Group completed its mission and
history of the creative duties, has become the leading enterprises of Chinese film
undisputed. However with the unprecedented rapid development of cultural industry and
the competition, the original movie marketing planning programmes could no longer meet
the new situation, and therefore need to design a new marketing plan, China Film Group in