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作业代写:Cultural marketing of film brands

2018-07-05 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- Cultural marketing of film brands,供大家参考学习,这篇论文讨论了电影品牌的文化营销。电影品牌的文化营销是一个组合的概念,就是利用文化力加强营销。这里的文化营销传播的关键在于要找到一个与众不同的文化创意,这样的营销传播活动才会显得比较独特,塑造出一个全新的营销形象。

Cultural marketing,电影品牌文化营销,essay代写,paper代写,作业代写

Cultural marketing of film brands is a combination of concepts. To put it simply, it is to strengthen marketing with cultural force. The key to cultural marketing and communication here is to find a unique cultural idea. Only in this way can marketing and communication activities "go up high buildings and look to the world". Only in this way can we create a brand new marketing image, a new marketing mode formed by the two in the specific marketing operation process. This paper discusses the thinking of cultural marketing in the development of contemporary film with the mode of free thinking.

Movie itself is a kind of cultural or entertainment, marketing or business culture is also a kind of culture, for the movie marketing can transition to a cultural marketing, this is not a catch on the movie marketing fashion, but have done so in all walks of life, so the movie marketing even carry the shoes also have to keep up with, the movie was cultured is a fashionable sex, whether frolic in the waves or restoring ancient ways, cannot leave the culture, especially the indigenous culture, is the so-called only available in the local world, culture is a kind of spiritual music, any color of skin can appreciate, intoxicated.

The traditional culture of China have a New Year New Year, feng is the director of a high master, he directed local culture, so provides a valuable business culture marketing opportunities. The theme and timing of New Year's eve films will bring about great business opportunities. The cooperation mode of culture and commerce will definitely create rich business value as long as it is reasonably and appropriately used. From the point of the whole Chinese film marketing world, mainland companies have been learned and the experience of foreign and Hong Kong and Taiwan movie marketing, pay more and more attention to business cooperation with cultural products of a kind of brand-new marketing pattern.

The strategy of film and television culture refers to the strategy of fashion and fashion that makes use of the communication response of film and television art and guides the current culture so as to enhance the effect of marketing communication. Finally, it influences the audience with the representation of images, achieves the subtle effect with the voice painting narration, and carries out the communication process through teaching in music. The marketing communications penetrates the film and television art objects, by means of film and television transmission of marketing to achieve this purpose in cultural resonance, which is one of the effective implementation of cultural marketing communication strategy. The film and television strategy has different performance in different products and services. The marketing communication objects can be divided into cultural products and services and non-cultural products and services. Among the production elements of film and television drama, the characters, costumes, props and environment of the drama are the four most important developable elements, which can be carried out from the following aspects:

Almost all seen 007 film will not forget that 007 is almost synonymous with fashion brand advertising: ford aston Martin sports car, revlon cosmetics, French champagne, vodka martinis, Finland, 7-up drinks and electric razors, and so on. 007 film become "franchise agent" products of the inner packing, pioneer James bond become famous in the super hero. In the latest episode of "who and who", bond is said to have been "nurtured" by more than 20 brands in an unprecedented way, with a whopping $120 million in advertising packages. To sponsor art costumes and props such as goods, can solve the problem of producers of funds, and to sell the goods of the enterprise, so this kind of cooperation method is popular among producers and enterprises, to become a promising way to marketing communications.

Not long after the beloved children's cartoon transformers was broadcast in China, the sale of children's toys based on the prototypes went on sale. This is one of the strategic tactics of an American toy multinational. The company's product designers and publicists looked at more than 100 children and found that they liked to disassemble new toys. So, on the eve of Christmas, the trendy modern toys - the shapeshifter - were put on the market.

There are two main approaches to film and television strategies for cultural products and services: text development and copyright development. Text development refers to the redevelopment of texts that have a continuous relationship with the original cultural products and services through the great influence of the original cultural products and service brands. This kind of text development is most prominent in the marketing of film and television dramas. A sociologist, once on American television concluded: "TV providers to be seeking to produce popular entertainment, made the only formula of such programs and superstition is to maintain the status quo, to follow the existing successful cases". In order to pursue and maintain high ratings, in view of the market response to good successful brand series, a sequel to shoot it again, and even the sequel's sequel, which usually is a matter of both insurance and profitable. Such as the six major crime group "series," the godfather "series," infernal affairs "series," the princess huanzhu "series, the traveling incognito kangxi" series, "TieChiTongYa ji xiaolan" series, "liu laogen" series, etc. This low-risk and low-profit serialization model has become an important model for the text development of film and television dramas.

The charm of cultural marketing is irresistible, and culture is a kind of spiritual captive, so cultural marketing will also lead to certain cultural conflicts. "Although culture is not a commodity, it can form a huge communication resource in the process of promoting culture. If used well, it can achieve a win-win situation. But also not to debase the culture, the culture naked commercialization, not in order to promote the product sale culture, if widespread use and as a means of promotion, and wasteful will defile cultural grade and value, consumers will also grow tired of this commodity." The outspokenness of ding junjie, a famous marketing and advertising expert, is by no means a threat, but for marketers, it is a sober reflection on our passion for cultural marketing.

Total 80% by the American film industry screen marketing income, we in the movie business, and the United States there is a big gap, the author thinks that to shorten this gap is only a matter of time, China's film career has learned to use new marketing methods and developed a sound marketing network, which will bring generous profits in return for China's movie career. In recent years, China has produce many great movie was born has attracted the world more and more attention, through the discussion of above, we can also feel the Chinese film culture marketing is the pace of the era of new fund.

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