从整合营销传播理论看电影《复仇者》中的品牌营销
This thesis will use The Avengers, the Hollywood film marketing model, as a case, from the point of brand marketing, to find out the factors of box office success in this film. The basic theory of this thesis is Integrated Marketing Communication theory. After profoundly analyzing the film The Avengers, this thesis will attempt to come up with the approaches to Chinese series films with the reference of the marketing practice of The Avengers, by combining with the present situation of Chinese series films.
Key Words: The Avengers box office Integrated Marketing Communication theory brand marketing
摘 要虽然电影才有100多年的历史，它已成为西方发达国家文化产业中不可替代的一部分。电影业作为一种特殊的商品，具有巨大的经济价值。电影《复仇者》是根据同名畅销漫画书改编而成的。自2008年以来，漫威漫画工作室开始打造漫威电影宇宙（可简称为MCU），这意着漫威工作室开始将漫威漫画中的人物搬上大银幕。
本文将以好莱坞系列电影的营销典范《复仇者联盟》为案例，从整合营销传播理论入手，以品牌营销策略为重点，结合《复仇者联盟》系列电影的品牌营销实践，分析出这部电影票房成功的因素，再同中国系列电影的品牌营销策略相比较，找到不足之处，并提出相关建议。同时，结合中国系列电影的营销现状，参考《复仇者联盟》的营销实践，尝试探索出适合中国系列电影营销的方法和手段。26168
关键词：《复仇者联盟》 票房 整合营销理论 品牌营销
Contents
Chapter One Background information and research significance 1
1.1 Background information 1
1.2 Research contents 2
1.3 Research methods 3
1.4 Research significance 3
Chapter Two Literature review 5
2.1 Research status quo 5
2.2 Integrated Marketing Communication theory 7
Chapter Three The Integrated Marketing Communication of the film The Avengers 11
3.1 The “High Concept” marketing strategy in brand marketing 12
3.2 The sequel film marketing strategy in brand marketing 13
Chapter Four Suggestion on the Chinese films 16
4.1 The “High Concept” marketing strategy on Chinese films 16
4.2 The sequel film marketing strategy on Chinese films 17
Chapter Five Conclusion 19
References 21
Analysis of Brand Marketing in the Film The Avengers from the Point of Integrated Marketing Communication Theory
Chapter One Background information and research significance
1.1 Background information
Although film just has 100 years history, it has already become the irreplaceable part of cultural industry in western developed countries. As the special kind of commodity, the film industry has enormous economic value. In recent years, with the development of economy, people have been increasing demand on cultural products. It means that box office still has a wide development space in China. By 2014, the number of cinemas in Chinese Mainland is up to 2803. There are 4225 screens going up in one year, with year-on-year growth of 9.8 percent. The total number of film screens has reached to 22420. Compared with the data of the same period in 2013, it increases by 31.88 percent. Meanwhile, the number of box office is continually growing up in Chinese mainland market. There are 388 films released in 2014 and the total box office is 29.629 billion yuan. By the end of 2014, seven films have achieved more than one-billion-yuan total box office. However, Although the Chinese Mainland market is so booming that it seems easy for a film’ s box office to be more than one hundred million yuan, many Chinese films are still at a loss. As a film investment company, a blockbuster will cost it one hundred million yuan. But after being released at the cinema, it’s unknown whether it can recover the cost. Ultimately, the reason is that the publishers of these films do not attach great importance to film marketing.