电影口碑营毕业论文外文资料翻译.doc

毕业论文外文资料翻译 题 目 电影口碑营销 学 院 历史与文化产业学院 专 业 公共事业管理（艺术经营与管理方向） 班 级 艺管1001 学 生 学 号 20101521053 指导教师 二〇一四年三月二十六日  Business Horizons,2007(5),50,395-403 Buzz marketing for movies Iris Mohr Tobin collage of business, St. john’s University, 8000 Utopia, Jamaica, NY 11439, USA Abstract: In todays dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentation, and audience saturation are forcing marketers to stretch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples lives, marketers must search for innovative ways to reach movie audiences. By breaking through the daily clutter and noise, and capturing peoples attention to the point that talking about a movie becomes an enjoyable experience to share, buzz marketing is one such promotional posture that drives audiences to theaters. In order to achieve success with buzz marketing, however, marketers must recognize the role it plays in the context of movie differentiation strategies to support the companys overall approach. To that end, this article analyzes buzz marketing as it pertains to six movie differentiation strategies (differentiation with cosmetic movie features, differentiation to reach market segments, growing a movie segment, positioning to support the movie image, positioning to extend the movie image, and differentiation via non-traditional channels) and offers steps for its successful implementation Keyword: motion pictures; movies; marketing; promotion; buzz marketing The marketing challenge Todays movie marketers confront a difficult reality: the game plan by which theyve played for years is being c