小成本电影的市场传播模式及发展趋势

小成本电影的市场传播模式及发展趋势(6200字)
    ---以《失恋33天》为例

摘    要

近年，随着电影产业的快速发展，小成本电影也异军突起。不过纵观来看，大多数小成本电影的产量与票房成反比的趋势却愈发明显，在每年近几百部的电影中，近80%的小成本电影处于赔钱的状态。对此，业界也是针对怎样才能让小成本电影更好地在残酷激烈的市场竞争中生存下来，怎样能够让其更好地在电影市场中取得最大的效益而在不断努力。本文立足对市场传播模式的探究，通过研究小成本电影的成功案例《失恋33天》，结合市场传播的相关理论，主要针对研究小成本电影低成功率的原因以及主要出现的问题来提出相应的建议。电影资产规模较小，生存资金主要依靠政府各类资金拨付，所以拍摄影片也是时断时续、很不稳定。但即便如此，电影制作也没有放弃与这个时代市场经济的发展基调相一致的努力尝试，期间既有在国家文化体制改革的宏观话语冲击下带来的生存压力，也有电影工作者逐渐萌发出来的市场意识，同时也渗透着电影人难以割舍的光影情结与银色之梦。在机遇与挑战、喧嚣与寂静并存的产业化跋涉道路上，力求将电影的产业功能诠释得更为出色，在制片实践中锻炼本领，使电影制片厂能够借此体制改革之契机完成产业化的转型，走向电影产业春暖花开的季节。

关键词：市场传播  小成本电影  票房  传播策略
 

Abstract

In recent years, with the rapid development of film industry, low-budge films are also springing up. However, the situation that the number of low-budget films is proportional to its ticket office is more and more severe. Every year among hundreds of films, there are about 80% out of pocket. Therefore, the industry is making every effort on how to help low-budget films survive in such fierce competition and get more benefit in film market.This paper mainly gives some advices about the reason how low-budget films go success and some problems of low-budget films by studying the successful film case 《love is not blind》, based on the research of market communications pattern and combined with related theory of market communications.Assets of smaller, mainly rely on government funds to survive all kinds of funds are disbursed, so when filming is broken When added, it is unstable. but even so, the filmmakers have not given up with this era of market economy trying consistent tone, during both the macro-structural reform in the discourse of national cultural impact brought about by the pressure of survival, but also film workers out of the market awareness gradually germination, but also permeated with the film difficult to give the dream of light and shadow and silver complex. in the opportunities and challenges, noise and silence co-exist to travel the road of industrialization, and strive to interpret the function of the film industry much better at training skills in the production practice, the film studios will take this opportunity to complete the reform of the transformation of industry towards the film industry, the spring season.

Key words: Market Communications; Low-Budget Films; Ticket Office; Communication Strategy 

目    录

引    言    1
一、小成本电影的概述及其发展的瓶颈分析    1
（一）小成本电影的定义与特点    1
（二）中国电影市场现状及国内小成本电影的传播发展状况    1
二、小成本电影的成功传播案例——《以失恋33天为例》    2
（一）传播学回顾    2
（二）小成本电影的传播策略分析    2
三、我国小成本电影发展路径拓展的对策    3
（一）明确目标受众，内容需要满足受众    3
（二）内容为王，形式创新    3
（三）加强技术革新    4
（四）探索更多的盈利模式    4
结    论    6
参考文献    7