“联和”电影院线品牌发展研究

发布时间：2018-02-08 17:05

本文关键词： 院线制品牌运营模式电影院线营销市场化　出处：《上海戏剧学院》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国电影产业的发展，渗透一种电影院线的品牌意识至关重要。在一定程度上，电影品牌发展决定电影院线品牌的未来走势。在国家推行“院线制”统一品牌、统一排片、统一经营、统一管理的过程中，首当其冲的就是要“统一品牌”。品牌，是院线经营与管理的灵魂。上海联和院线品牌发展成熟，它以所属上影集团“弘扬主流大片，鼓励艺术探索，发展商业电影”为定位，有着独特的品牌印记。上影集团的资源优势，，以及丰富的动画电影经营经验和宽阔的市场视野是联和品牌相较于其他院线的重要区隔。院线制改革推动我国电影产业发展。院线制本身具有排他性和特色经营的明显特征，院线是否真正意义上的院线，体现在影片放映拍片的不同上，我们的院线市场并未实现这一点；同时，院线真正实现市场化运作是我国目前院线制亟待解决的问题。随着院线界的发展和变革，联和品牌需要找到品牌自身优化途径，增强品牌辨识度，实现品牌多维度发展，并以联和品牌的力量推动上海电影崛起。
[Abstract]:With the development of China's film industry, it is very important to infiltrate a kind of brand consciousness of cinema line. To a certain extent, the development of movie brand determines the future trend of movie theater brand. In the process of unified management and unified management, the first thing to bear the brunt is "unified brand". Brand is the soul of hospital management and management. The brand of Shanghai Lianhe Academy Line is mature, and it has a unique brand mark with its "promoting mainstream movies, encouraging artistic exploration and development of commercial films", and the resources advantage of Shangying Group. And rich animation film business experience and broad market vision is the United brand compared with other cinema line of important division. The reform of the hospital line system promotes the development of the film industry in our country. The hospital line system itself has the obvious characteristics of exclusiveness and characteristic management. Whether the hospital line really means the cinema line is reflected in the different film projection and shooting. At the same time, it is urgent to solve the problem of hospital line system in our country. With the development and reform of the hospital line field, Lianhe brand needs to find the way to optimize the brand itself. Enhance brand recognition, achieve multi-dimensional brand development, and promote the rise of Shanghai film with the power of Lianhe brand.
【学位授予单位】：上海戏剧学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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