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济南大学毕业论文外文资料翻译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 李蕊蕊 学 号 20101521053 指导教师 张 波 二一四年三月二十六日- 10 -Business Horizons,2007(5),50,395-403Buzz marketing for moviesIris MohrTobin collage of business, St. johns University, 8000 Utopia, Jamaica, NY 11439, USAAbstract: 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 marketing1. The marketing challengeTodays movie marketers confront a difficult reality: the game plan by which theyve played for years is being challenged and there is a call for new, innovative ways to drive box office sales. Under the historically used traditional model, corporate marketers spend marketing dollars on messages aimed at a target audience. The marketing team creates a message, purchases media, and sees that the message is delivered to personal and business customers. Given the fragmentation of media today, however, it is becoming increasingly difficult for marketers to promote movies using the traditional model. In the United States, for example, what was once a handful of television stations has now proliferated into more than 1600 broadcast and cable outlets; similar trends are underway in Europe, as well. Cable fragments the broadcast audience, TiVo users are zapping through 30-second commercial spots, and online advertising is on the rise. This sort of fragmentation makes it more difficult to generate an impact, accumulate sufficient reach and awareness, and plan promotional campaigns in general. Added to this fractured landscape, multitasking has become increasingly common across the board. While surfing the Web, the typical US teenager engages in an average of two other activities, one of which is often homework. Reportedly, some 80% of business people also multitask while performing work related duties (Greenspan, 2004). In concert with this, there is an increasing trend for consumers to “switch off”; they are evermore selective about what they watch and the advertising messages they trust. As Court (2004, p.2) cites, according to Yankelovich Partners, 65% of consumers feel “constantly bombarded with too much advertising,” 69% are “interested in products and services that would help skip or block marketing,” and 54% “avoid buying products that overwhelm with advertising and marketing.” To add, television and movie lovers are witnessing a revolution in digital home entertainment. With it, a growing number of people are turning away from neighborhood cinemas in order to stay home and be entertained by new technologies and advanced personal theater systems. Consumer electronics manufacturers, IT vendors, and movie companies are lining up to extol the virtues of Blue-ray and HD-DVD; the proclaimed successors to the current DVD format (Thomas, 2006). According to Geoff (2005), by the end of 2004, Forrester Re-search estimated there were TiVos and other DVDs in 6.5 million US households, up from 1.9 million in 2002. That number, the firm claims, will climb to almost 50 million by 2009, representing 41% of all US households. On another front, the popularity of Netflix, an online subscription service boasting 3 million users, prompted both Blockbuster and Wal-Mart to offer similar services whereby people rent DVDs for an unlimited time for a monthly fee. While its true that DVDs may be a cash cow for studios, theaters suffer when patrons skip the cinema experience and wait for those releases at home. Needless to say, given the increase in entertainment options, the movie-going experience needs to be far more compelling to draw in audience members. Moreover, this challenge is not likely to subside, but rather grow more compelling: as discussed by Chary (2005), a recent study by Informal Research Services indicates that 125 million people about 5% of all cell phone owners will be watching television on their handsets by 2010. In addition, the Digital Lifestyles 2006 Outlook from Parks Associates (Escher, 2006) estimates that US consumer spending for online entertainment, including on-demand gaming, music, and video services, will grow by 260% in the next five years.In this frenetic and competitive environment, marketers must search for innovative ways to reach and attract movie audiences. Buzz marketing is one such promotional posture that is capable of breaking through the existing noise and clutter of the marketing scene, to capture peoples attention to the point that talking about a movie becomes an enjoyable experience to share. Essentially, buzz marketing mimics the traditional marketing model in that it sends messages to targeted audiences through varying media. Under the buzz marketing model, however, the entertainment marketer injects the audience and media with a jaw-dropping, movie-related message that is so interesting and exciting that it causes the information to spread like wildfire. That appealing element of exhilaration represents the essence of and key to, buzz marketing, and differentiates it from the traditional marketing approach. Among its many attractive qualities, buzz marketing is a low-cost, far-reaching mode of promotion. This being the case, entertainment marketers interest in the method is raising as media fragmentation continues and movie marketing costs increasingly spiral upward. Buzz marketing also satisfies studio executives who are confronted with steadily mounting marketing costs, and are thus challenged by existing promotional tactics in search of more mileage for fewer dollars. 2. Buzz marketing encompasses word of mouth and viral marketing At the core of buzz marketing is the phenomenon of word of mouth (WOM), the process by which an individual influences the actions or attitudes of others. As indicated by the following quotes on the value of word of mouth, academicians have long been aware of the power of WOM on consumers preferences and actual purchase behaviors: “Forget about market surveys and analyst reports. Word of mouth is probably the most powerful form of communication in the business world. It can either hurt a companys reputationor give it a boost in the market. Word-of-mouth messages stand out in a persons mind.Quite simply, we find messages more believable and compelling when we hear them directly from other people, particularly people we know and respect.” Regis McKenna “Word of mouth seems to be a frequently used risk-reduction device; and this source of information is particularly sought for in situations characterized by high uncertainty.” Johan Arndt “Word of mouth tends to be highly persuasive because the sender apparently has nothing to gain from the receivers subsequent actions.” Leon G. Schiff man and Leslie L. Karuk Malcolm Glad well (2002), author of the national bestseller The Tipping Point, says WOM is so powerful because ideas, behaviors, messages, and products sometimes behave just like outbreaks of infectious disease. Similar to how an ill person can start a flu epidemic, so too can a small but precisely targeted push cause a fashion trend or the popularity of a new product. According to McKinsey & Co. (Ramsey, 2005), approximately two-thirds of all economic activity in the United States is influenced by shared opinions about a product, brand, or service. On the basis of aggregated data and interviews with various WOM marketing experts, remarketer estimates that almost 50% of online marketers will engage in some form of WOM or viral campaign in 2006. A recent survey of marketers, which asked what type of digital media they were either using or were, planning to use, found that exactly two-thirds cited WOM (Ramsey, 2005). The nature and scope of the Internet, as well as other messaging devices, has inspired marketers to deliberately attempt to stimulate or simulate the WOM process by designing marketing campaigns with characteristics that attract audiences and encourage individuals to pass along a message. Also known as buzz marketing and viral marketing, these tactics create the potential for exponential growth in the messages exposure and influence (Wilson, 2000). Though the terms buzz marketing and viral marketing are often used interchangeably with WOM communications, the following discussion points highlight clear distinctions between the three. 2.1. Word of mouth communications WOM communications, also referred to as opinion leadership, is the process by which one person (the opinion leader) informally influences the actions of others, who may be opinion seekers or opinion receivers. The key characteristic of this influence is that it is interpersonal and informal and takes place between two or more people, none of whom represent a commercial selling source that would gain financially from the exchange of information (Schiff man & Karuk, 2007). WOM implies personal or face-to-face communication, although nowadays it may also take place via telephone conversation or within the context of an instant message or e-mail. As individuals, opinion leaders specialize in the product categories (e.g., travel, automobiles) about which they offer information and advice, and often read special interest magazines to broaden their expertise. By the same token, when other product categories are discussed (ones in which they do not focus), these individuals are likely to become opinion receivers, occupying that position due to lack of knowledge in the subject area. Opinion leaders are a highly credible and powerful source of consumer information, and thus very effective in influencing customers product-related decisions. One explanation for this strong influence is that opinion leaders are perceived as having nothing to gain financially from their purchase recommendations, and are thus inherently trusted. That is why word of mouth is so effective. In effect, when opinion leaders initiate WOM, they send a free, credible, and targeted marketing message. 2.2. Viral marketingViral marketing, a high-tech and “impersonal” variation of WOM, is an Internet-driven strategy that enables and encourages people to pass along a marketing message and engage in word of mouth, creating the potential for exponential growth in the messages exposure and influence. Like a virus, this tactic takes advantage of rapid multiplication to explode a message to thousands, even millions. Viral marketing depends on a high pass-along rate to create a snowballing effect. A widely cited first example of viral marketing is Hotmail, a company now owned by Microsoft, which promotes both its service and advertisers messages in every e-mail sent by patrons using the technology. 2.3 Buzz marketing With media undergoing a vast change in a world where aggressive television ads, flashy websites, and glossy brochures compete for consumer attention, it is necessary to bridge WOM with technology(e.g., the Internet, mobile phones, MP3 players) and “outside the box” thinking. Buzz marketing is the practice of gathering volunteers either formally by actively recruiting individuals who naturally set cultural trends, or informally by drawing “connectors”: people who have lots of contacts in different circles, who can talk up their experiences with folks they meet in their daily lives. These people can be experts, members of the press, politicians, celebrities, or well-connected customers others rely on for information. Unlike WOM, whereby opinion leaders are internally motivated because of their knowledge, those spreading buzz may or may not be experts, and may be spreading buzz on a host of different things that are injected by marketers.Buzz marketing captures the attention of consumers and media to the point that people talk about the brand, because the message is perceived as entertaining, fascinating, and/or newsworthy. In order for this to occur, however, there must be something interesting, clever, amusing, catchy, or remarkable enough about the message such that WOM fuels fast distribution via technology to create a “buzz.” Clearly, this requires clever marketing and creativity. Successful buzz marketing efforts so capture the attention of individuals that they talk to others interpersonally via acquaintances, friends, co-workers, and family members, and impersonally on the Internet in the form of message boards, chats, polls, user ratings, and member stories. As a result, more buzz is ultimately generated.Practitioner writings suggest that buzz is usually something that combines a wacky, jaw-dropping event or experience with pure branding to get people talking. According to McKinsey & Co., and as reported by firm strategy consultant Renee Dye (2000), motion pictures and broadcasting are two categories that are highly driven by buzz. Consider, for example, the 19th season premiere of The Oprah Winfrey Show, which aired in the fall of 2004. This episode created considerable buzz when Pontiac gifted each audience member with a new G6 sedan, and was remarkable enough to be noted by TV Guide as one of the greatest moments in television history. According to console Networks (“Oprah Giveaway,” 2004), traffic to the O website and GMs P increased dramatically after the talk show hosts giveaway program aired on Monday. Behold the power of buzz. Business Horizons, 2007(5),50,395-403电影口碑营销Iris Mohr托宾商学院，摩根约翰大学，乌托邦大道8000，牙买加，纽约11439，美国摘要：在今天的动态电影娱乐环境下，许多企业都努力维持生存并保持盈利，并时刻面对着 诸如盗版，电子仿造，恶性竞争，重复的电影活动，媒体舆论，以及观众对电影的饱和度的 挑战，不断通过营销来提高自己的电影预算，尽可能做到使每一美元都发挥其价值。随着越来越多的娱乐方式充实人们的生活，营销人员必须寻找更多创新的方式来达到电影观众的要求。突破日常的嘈杂，捕捉人们的注意点，并将谈论电影作为一个愉快的经验分享。口碑营销就是以这样一个宣传的姿势，带动观众前往剧院。为了成功实现口碑营销，营销人员必须承认其作用范围内的存在的电影差异化战略，并支持公司的整体方法。为此，本文分析了口碑营销，包括六大部分（分化电影功能，细分电影市场，播放电影片段，定位电影图像，延伸电影形象，运用传统渠道）以及口碑营销的的具体步骤，保证它的成功实施 关键词：情感画面；电影；市场营销；营销推广；一、 市场的挑战今天的电影商面临着一个困难的现实：他们已经运用多年的营销计划正在受到挑战,然而现在有一个称为全新的创新方式可以驱动票房销售。在历史上他们所使用的传统模式，就是企业营销人员花费一定资金收集目标受众的营销信息，然后营销团队创建一个消息，同时购买媒体报道，并将该消息交付给个人或企业客户。然而鉴于媒体较分散的现状，电影采用传统模型来进行营销推广已经变得越来越困难。在美国，例如，曾经还只有极少数量的电视台现在已经遍布1600多个广播和有线电视网点，并且欧洲也有类似的发展趋势通过电缆信息转播给观众，电视用户可以随意切换30秒的商业点，再加上在线广告的兴起。这种情况，使它更加难以积累足够的范围和意识，使得营销计划结果一般。 发展到现在这个信息分散的时代，多任务处理已越来越普遍。在上网时，典型的美国少年，平均每人同时从事二项活动，其中之一就是日常的作业。据了解，“具有多业务的群体，80%同时履行多样的工作职责”（格林斯潘，2004 ）于此相关的，消费者选择“关闭”逐渐成为一种趋势：他们永远有选择性的了解他们观看的广告信息。根据扬克洛维奇指出，65%的消费者认为“不断轰炸的广告太多”，69%的人“遇到感兴趣的产品和服务，会直接选择跳过广告”和 54%的人会“避免购买那些频繁采用广告和营销的产品”。 不仅如此，电视和电影爱好者正在经历一场数字家庭娱乐的革命。有了这些，越来越多的人正在远离附近的电影院，而选择呆在家里，享受新技术和先进个人影院系统。“消费电子制造商，IT 供应商，和电影公司是联合推出了蓝光和 HD - DVD，宣布这将是数字家庭影院的当前格式”（托马斯，2006）。根据 Geoff（2005）统计，到2004年底，估计拥有 TiVos 和DVR 的美国家庭将达到650万个，该公司声称，这个数字，从2002年的190万，到2009年将上升至近 5 千万，占所有美国家庭的41%。另一方面，受欢迎的Net flux 在线订阅服务，拥有3百万用户，使得大部分人每月花一部费钱在租DVD上。实际上，DVD可以说是工作室的现金牛，顾客跳过在剧院体验电影的经验，选择在家里放松。 不用说，由于娱乐选择的增加，看电影的经历需要更加引人注目，吸引观众。此外，这一挑战是不可能消失，而是越来越引人注目：在 2005 年，通过对 1.2 亿人的服务信息的研究发现，到2010 年大约5%的手机用户将通过手机看电影。此外，2006年,数字生活方式展望协会（舍夫，2006）估计，美国的消费者支出包括网上娱乐，游戏，音乐，视频服务，在未来五年内将增长260%。 在激烈的竞争环境中,营销人员必须寻找创新的方法来宣传吸引观众的电影。 口碑营销正是以这样一个宣传的姿势，突破现有嘈杂的营销场景，捕捉人们的注意点，将谈论电影作为一个愉快的经验分享。基本上，口碑营销与传统营销模式，都是通过不同的媒体，将消息发送到目标受众。然而，在口碑营销模型里，娱乐营销注入观众和媒体的是一个令人惊叹的，与电影相关的信息，并且显得如此有趣和令人兴奋，它使信息不胫而走。吸引力是主要素，兴奋是其本质和关键，口碑营销，不同于以往传统的营销方式。 口碑营销是一种低成本的，深远的推广模式，本身拥有许多吸引人的素质。在这种情况下，媒体对娱乐营销方法的关注和电影营销成本日益呈螺旋上升。 口碑营销也面临不断上涨的营销成本，并因此受到现有的宣传手法的挑战，为此只能寻找更多的方法来减少消耗。二、口碑营销包括口碑传播和病毒式营销 口碑营销的核心方式就是口碑传播过程，需要影响个人的行为或态度的他人。正如以下观点的价值，口耳相传，学者们早就认识到权力的口碑对消费者偏好与实际购买行为的影响： “忘了市场调查及分析报告。口碑可能是商业世界里最强大的通信形式。 它可以损害公司的声誉或使其提高市场。 口碑讯息中脱颖而出的一个人的心灵想法。很简单，我们发现信息更加可信和令人信服的一大前提就是当我们听到他们直接从其他人口中说