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电影市场营销论文中英文对照资料外文翻译文献

电影市场营销论文中英文对照资料外文翻译文献
电影市场营销论文中英文对照资料外文翻译文献

中英文对照资料外文翻译文献

中英文对照资料外文翻译文献

Buzz marketing for movies

Abstract:In today's 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 company's 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

1.The marketing challenge

Today's movie marketers confront a difficult reality: the game plan by which they've 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, TiV o 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 tha t 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 TiV o’s 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 it's 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 company's reputation…or give it a boost in the market. Word-of-mouth messages stand out in a person's 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 receiver's 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 message's 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 marketing

Viral marketing, a high-tech a nd “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 message's 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.

2.3Buzz 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 https://www.sodocs.net/doc/de6958814.html, website and GM's https://www.sodocs.net/doc/de6958814.html, increased dramatically after the talk show host's giveaway program aired on Monday. Behold the power of buzz.

电影口碑营销

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,

零售企业营销策略中英文对照外文翻译文献

零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)

译文: 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客,急欲寻找新的营销策略。过去,他们挽留顾客的方法是销售特别的或独特的花色品种,提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是,现在这一切都已变得面目全非了。现在,诸如卡尔文·克连,依佐和李维等全国性品牌,不仅在大多数百货公司及其专营店可以看到,并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量,它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目,而许多折扣商店却增加了服务项目。顾客变成了精明的采购员,对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱,特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受,他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争,准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店,那里有宽敞的停车场,购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变,有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争,它们开始扩大店面,经营大量的品种繁多的商品和提高设备等级,超级市场还增加了它们的促销预算,大量转向私人品牌,从而增加盈利。 现在,我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时,零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确:

网络营销外文翻译

E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.sodocs.net/doc/de6958814.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. (Sales Promotion;E--Marketing;Internet;Strategic Planning ) 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies;More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.

市场营销策略论文中英文资料对照外文翻译

市场营销策略 1 市场细分和目标市场策略 具有需求,具有购买能力并愿意花销的个体或组织构成了市场。然而,在大多数市场中,购买者的需求不一致。因此,对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点,这一过程被称为市场细分,它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且,也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是,其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是,如果市场细分得当的话,更加符合消费者的需求,实际上将生产更高的效率。 确定目标市场有三种可供选择的策略,它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略,公司仍然仅有一种营销组合,但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场,并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌,并以恰当的方式将其与类似的品牌相区分,但这并不意味着该品牌就一定能够最后赢利。因此,管理者需要进行定位,即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时,他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略: 2.1与竞争者相关的定位 对一些产品来说,最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手,Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱,让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者,可口可乐公司推出新产品并实施其市场营销策略。同时,它密切注视百事可乐公司,以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候,公司的定位策略有必要将自己的产品与其类别和属性相联系(或相区别)。一些公司尽力将其产品定位在期望的类别中,如“美国制造”。用一句某顾问的话来说,“当你说‘美国制造’的时候,有一种强烈的感情因素在吸引着你”。因此,一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略,以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业,Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量,而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念,它包含其他更狭义的理解。品牌即一个名称和(或)标志,用以识别一个销售者或销售集团的产品,并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分,它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别,但当人们仅仅读出品牌名称的时候,品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志,而Green Giant(罐装冷冻菜蔬产品)和Arm&Hammer(面包苏打)既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志,如许多人所认为的那样,也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标,以保护它们免受其他厂商的使用或误

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市场营销价格策略外文翻译文献(文档含英文原文和中文翻译)

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