沈阳工业大学学报（社会科学版）2016，Vol.9Issue(4)：300-305,6.DOI:10.7688/j.issn.1674-0823.2016.04.03
中国品牌植入好莱坞电影的策略研究
St udy on strategy of product placement of Chinese brand in Hollywood films
摘要
Abstract
The film product placemen t has a history of more than one hundred years, especially in Hollywood, whichhas a highest d geree of commercialization an d global marketing of films, and embedded marketing has become an indispenisble part of its films.In recent years, Chines e brands have embedded into more and more Hollywood films due to the need of their own needs of development, which has become one of the highlights in the development of advertising industry in China.That phenomenon has also aroused widespread concern in academia, industry and consumers as the movie films are shown.Using the literature research method combined with case study, from the development of film embedded advertising in China and the situation of Chinese brand embedded in Hollywood films, combining the characteristics of Chinese brands, the operation strategies are proposed for the Chinese brand to be placed in Hollywood films, including enhancing the internal strength, utilizing the placement skills, and improving the influence of brand culture, etc.关键词
广告/广告营销/中国品牌/好莱坞电影/植入式广告Key words
advertising/advertising marketing/Chinese brand/Hollywood film/product placement分类
管理科学引用本文复制引用
杨同庆,祖文静..中国品牌植入好莱坞电影的策略研究[J].沈阳工业大学学报（社会科学版）,2016,9(4):300-305,6.基金项目
国家社会科学基金资助项目（06XW022）。 （）
