营销科学学报 ›› 2018, Vol. 14 ›› Issue (2): 101-120.

• 论文 • 上一篇    下一篇

事件营销对电影票房的影响研究

 孙磊 ,翟昕   

  1. 孙磊,北京大学光华管理学院博士研究生,E-mail:ghsunlei@pku.edu.cn。
    翟昕,北京大学光华管理学院副教授,E-mail:xinzhai@gsm.pku.edu.cn。
  • 出版日期:2018-06-30 发布日期:2019-09-10
  • 基金资助:

    本研究得到国家自然科学基金(项目批准号71772006)以及北京大学光华管理学院光华思想力项目(2017-17)的资助,特此致谢。

The Impact of Event Marketing on Movie Box Office Revenue

Sun Lei,Zhai Xin   

  1. Sun Lei,Guanghua School of Management,Peking University
    Zhai Xin,Guanghua School of Management,Peking University
  • Online:2018-06-30 Published:2019-09-10

摘要:

本文收集了2014年9月至2017年12月在中国内地上映的898部电影的相关数据,研究事件营销强度与电影票房之间的关系。结果表明:(1)事件营销可以促进电影票房,随着事件营销强度的增加,票房先增加后减少,呈现倒U型的关系;(2)续集和进口属性对电影票房有利,但会削弱事件营销的效果;(3)开展事件营销的合适时间段为上映前第6周和第4周以及上映后第2周;(4)对票房最有利的事件营销类型为主题曲,其次是首映礼和见面会,特辑、海报、发布会和预告片则次之,而其他类型的事件营销效果不显著。本文从实践角度为电影产业的相关从业者提供了决策支持。

关键词:
事件营销,
电影票房, 续集, 进口, 3D

Abstract:

Based on the data on 898 films released in China between September 2014 to December 2017 from China Box Office(www.cbooo.cn),we examine the relationship between the intensity of event marketing and movie box office revenue. The results show that:(1)Event marketing promotes the box office revenue of the movie in general. As the intensity of event marketing increases,the box office revenue increases first and then decreases,showing an inverted U-shape relationship.(2)Some attributes of the movie,like sequel film or imported film,positively impact the movie box office revenue but reduce the effectiveness of event marketing.(3)The appropriate timing for event marketing is the 4th and the 6th week before release and the 2nd week after release. Each additional event marketing can increase the box office revenue by up to 59%.(4)The most favorable type of event marketing is theme song,followed by premiere,meeting,specials,posters,conferences,trailers,and other types of event marketing are not significant.

Key words: Event Marketing, Movie Box Office, Sequel, Import, 3D