摘 要

人类社会不断进步，物质生活条件得到了巨大的改善。但随着文化知识的普及、人口素质的提升，人们不仅仅满足于物质层面的富足，也追求精神食粮。我国人口基数大，受地区差异、受教育程度等因素影响，精神需求呈现多样化。这推动了我国影视播放行业的蓬勃发展，形式多种多样、百花争鸣，成为国民经济的支柱产业。2020年春节以来，突发的新型冠状病毒肺炎疫情在全国各地扩散并迅速席卷全球，成为国际性突发公共卫生事件，不言而喻，此次疫情会给全球各个行业带来不可预知的挑战和风险，甚至会促发行业颠覆性的改变，值得关注和重视。本文选取中国影视播放行业作为研究对象，分析疫情背景下该行业的现状及影响，预测未来发展趋势，得出相关营销启示。

首先，本文对国内外影视播放、影视营销传播和新冠疫情的相关研究进行了总结和概括，了解目前全球范围内的研究现状及方向。结合此背景环境，明确本文的研究内容主要是我国新冠疫情期间影视播放行业的现状及未来发展趋势，制定了合适的研究方法，将实际研究方法运用到主题研究中，阐述了相关概念和理论：“新冠疫情及发展阶段”、“整合营销传播理论”、“创意传播营销理论”等概念，在理论方面做了充足的基础铺垫。

选取疫情期间电影网络首映的典型案例《囧妈》进行分析，探讨其在营销模式与推广对策上的创新和可借鉴之处。对应于我国的影视播放行业的现状，本文具体分为影视剧、电影和综艺三大类，在收集了大量二手数据的基础上，整理出我国影视播放行业在疫情期间的发展现状，对现状展开分析，得到了我国影视播放在未来发展中可能转变的方向。在全文最后，基于得到的结论总结了疫情对我国影视播放行业的营销启示。

关键词 影视播放；新冠疫情；电影《囧妈》；营销启示

Abstract

Human society continues to progress and material living conditions have been greatly improved. But with the popularization of cultural knowledge and the improvement of population quality, people are not only satisfied with material abundance, but also pursue spiritual food. China's population base is large, affected by regional differences, education level and other factors, spiritual needs are diversified. This has promoted the vigorous development of China's film and television broadcasting industry, various forms, a hundred flowers contend, become the pillar industry of the national economy. Since the Spring Festival of 2020, the outbreak of new coronavirus pneumonia spread all over the country and quickly swept the world, become an international public health emergency, it is self-evident that the epidemic will bring unpredictable challenges and risks to all industries around the world, and even promote the industry subversive changes, worthy of attention and attention. This paper selects the Chinese film and television broadcasting industry as the research object, analyzes the current situation and the influence of the industry under the background of the epidemic situation, predicts the future development trend, and obtains the relevant marketing enlightenment.

First of all, this paper summarizes and summarizes the relevant research on film and television broadcasting, film and television marketing dissemination and new crown epidemic situation at home and abroad, and understands the current research status and direction in the global scope. According to this background, the research content of this paper is mainly the present situation and future development trend of the film and television broadcasting industry during the new crown epidemic in China, and the appropriate research methods are formulated, and the practical research methods are applied to the subject research, and the related concepts and theories are expounded :" new crown epidemic situation and development stage "," integrated marketing communication theory "," creative communication marketing theory "and so on, and sufficient foundation is made in the theory.

This paper analyzes the typical case of the film network premiere during the epidemic period, and discusses its innovation and reference in marketing mode and promotion countermeasures. Corresponding to the current situation of the film and television broadcasting industry in China, this paper is divided into three categories: film and television drama, film and variety. On the basis of collecting a large number of second-hand data, the present situation of the film and television broadcasting industry in China during the epidemic period is sorted out, and the present situation is analyzed, and the possible direction of the future development of film and television broadcasting in China is obtained. At the end of the paper, the paper summarizes the marketing enlightenment of the epidemic situation to the film and television broadcasting industry in China.

Keywords Film and TV broadcast; Coronavirus; Film "Jiong Mom "; Marketing Inspiration

目录

摘要 I

Abstract II

第1章 绪论 1

1.1研究背景 1

1.2研究意义 1

1.2.1理论意义 1

1.2.2现实意义 2

1.3国内外研究现状 2

1.3.1国内研究现状 2

1.3.2国外研究现状 3

1.3.3研究评述 3

1.4研究内容与方法 4

1.4.1研究内容 4

1.4.2研究方法 4

第2章 相关概念及基本理论 6

2.1新冠疫情 6

2.1.1突发公共卫生事件 6

2.1.2新冠疫情发展历程 6

2.1.3新冠疫情特征 7

2.2整合营销传播理论 7

2.2.1整合营销传播理论的定义 7

2.2.2整合营销传播理论的发展 8

2.3创意传播管理理论 9

2.3.1创意传播管理理论的定义 9

2.3.2创意传播管理理论的发展 9

第3章 新冠疫情期间我国影视播放行业的现象 11

3.1影视剧播放 12

3.2电影播放 13

3.2.1线上电影 13

3.2.2线下影院 14

3.3综艺 15

第4章 电影《囧妈》案例分析 18

4.1《囧妈》简介 18

4.2营销途径 18

4.3效果分析 18

第5章 新冠疫情对我国影视播放行业的营销启示 20

5.1内容为王依旧为主导 20

5.2院线加速洗牌，头部集中度有望提升 20

5.3影视作品发行拥抱直播渠道 20

5.4大制作电影线下首映的格局短时间内难以改变 20

第6章 全文总结与研究展望 22

6.1全文总结 22

6.2研究展望 22

参考文献 23

致谢 25

第1章 绪论

1.1研究背景

在全国人民的共同努力下，2020年中国全面建成小康社会的目标势在必行，百姓不仅仅满足于温饱物质的基本需求，精神文化需求也逐渐增加。近年来，中国影视事业蓬勃发展，具有历史意义的深刻变革在该行业不断发生，和家人朋友去影院看电影、在家看电视节目、用手机追综艺在广大人民群众精神文化生活中扮演着举足轻重的角色，是经济发展、科技进步带给中国百姓最直接、最愉悦的改善之一。截至目前，中国已成为世界第二大电影市场，其屏幕和观众数量世界排名第一。 然而，与国外发达国家相比，我国影视产业与其仍有很大的差距，仍有很大的改进空间和发展潜力。

在2020年春节，新型冠状病毒肺炎疫情在武汉爆发，迅速蔓延到全国范围内。 国家对此次突发公共卫生时间采取了一级响应措施，可想而知这将对我国各个行业带来短时间内不同程度的冲击和长期的行业影响。影视行业的春节期间是一年中的亮点。受2020年突发疫情影响，七部中国新年上映电影集体宣布将撤销发行，并重新选择上映日期。 所有撤档的电影都可无条件全额补偿消费者的损失。 据预测，2020年中国新年档将损失约70亿票房，这表明此次新冠疫情对行业产生了巨大的影响，并将直接影响到2020年全年电影票房的表现。