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首页 海角七号

海角七号.doc

海角七号

胡Bernice
2018-09-16 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《海角七号doc》,可适用于社会民生领域

海角七号TheNT$millionboxofficepushedCapeSevenintothetopgrossingChinesefilmforyearsinTaiwanHowever,itisworthourconsiderationisinalargeisemergeinanendlessstream,theeconomicdownturnoftheenvironment,buttheinvestmentofNT$million,notthebigdirector,actor,almostcanbedefinedasa"threefilm""CapeSeven"whycancontrarianLookthroughthephenomenonofnature,inthe"behindthebigCapeSeven",itiseachofourmarketing,advertisingthestudyandreference:First,bigideascomefromconsumerdemandBeforeCapeSeven,therewasnotouchingliteraryfilm,evenifJayChou'sdebut,"nosecret",failedtowin"CapeSeven"WhatwasthereasonAnygreatoriginalitycomesfromlife,thegreatestsatisfactionfortheneedsofsociety,andtheembodimentofthemainstreamvalues,whichcanbereflectedinthesocial,artistic,humanisticandotheraspectsThebasicpropertyofamovieisacommodityAslongasthefilmneedstobeplayedinthecinema,itissoldasDVD,notasatextbookforthefilmacademyItistheproductthatmeetstheneedsoftheaudienceAsacommodity,itshouldmeetconsumerdemandandpsychologicalneeds"CapeSeven"creation,istomeetthesocialphenomenonofTaiwan:inrecentyears,Taiwaneconomyhasbeensluggish,recentlyalsointhepanicoftheglobalfinancialcrisis,everydaytoreceivemessagesarenegative,insuchasocialtrend,consumersnolongerneedtothesurfaceoftheheart,needmorespiritualunderstandingandstrengthBasedonthisunderstanding,thedirectorleadstheconsumersofthegapbetweenurbanandruralareas,feelthehistorybringslovetragedy,experiencelittledreamtopursue,andthelovestoryinthemostaccessibleandpopularsongsinpackaging,willplaythemostincisivegrassrootscharacteristicsatthesametime,alsostimulatedeach"small"peoplehearts,findanemotionaloutletforeveryone,dreamoftheentranceThemostexcitingdialogueinthemovie"don'tyouexpectarainbow""Ibelieveeveryoneinthefilmhasseenhope,butalsobroughthopefortheboxoffice!Asthe"ChinaTimes"pointofview:"onlytofindtheaudience,inordertodrivetherebirthoftheTaiwanfilm"onlytofindthedemand,inordertofindcreativityWealllookforwardtobigideas,butbeforethebigideacomes,youmayaswelllookatitcalmlyInthechangingsocialcontext,whatdoyourconsumersreallyneed,diversifiedmarketingmodel"CapeSeven"ifonlyapureTaiwanlocalinspirationalfilm,itcertainlycannotgetsopopularboxofficesuccessItisrootedinitsownproductforce,withthehelpofsymbolic,grassrootsculture,popularcultureandothereffectivemarketingmeanstohelpthefilmbreakthroughsuccessfully:Productforce:allmarketersdoknowthatnomatterhowflashyadvertising,brandhowfamous,oncetheproductitselfhasproblems,morepublicitycanonlyadddisasterInordertoachievethemostsincerefilmsinTaiwan,thedirectormadehisfirstfeaturefilm"CapeSeven"atthemortgage,therealestate,theloanandthecoachingaid,Director,returntheproductitself,insistingthat"CapeSeven"isto"look",insistingthat"products"material,thisisonlytheachievementsofthe"CapeSeven"boxofficedidnot"supportMandarinfilm"sloganstalled,creatingawinwinreputationandboxofficeLocalsymbols:astothepeopleofTaiwanbeatmoviedirector,agoodgraspoftheuseofTaiwanlocalelements,theopeningofthefilmthefirst"whiteIfuckyouinTaipei",causedtheattentionandlaughteroftheaudienceCanbesaidthatthismovieisthemovie"Taiwan",aTaiwanstyletownstyle,thedialoguehasalsoretainedalargenumberofnativeTaiwanese,letthelocalpeoplelookveryempathy,theformationofastrongindigenoussymbols,deeplyengravedintheheartsoftheaudience,thebiggestmemoryformationthisisasymbol,ledtothe"Taiwan"movie,letallTaiwanesefeelveryclose,seetheirtracesfromlifeManyneverwillingtospendmoneytoseeamovietheelderlyhaveappearedinthecinema,indulgeinthestoryofthefinishforalongtime,couldnotbeartoleaveGrassrootsmarketing:grassrootsmarketingvictoryinLiYuchunhasbeenwelldemonstratedGrassrootsculturemarketingmodeltobuildthelargestpopulationonthebasisofconsumption(whichisatthebottomofthePyramidbasedsaleslaidagood,and"grassroots")reflectsthereal,true,reallytouched,istheessenceofprofit:whenthemovieshowsthecitydreamfailurewasforcedtoreturnhomefortheAGArunningaround,sellingricewinelasang,fortheworkofHakkapeoplerantheaboriginalpolicemenRauma,wifesecretlymarriedthelocomotiveworkerswaterfrog,againsttheoldloveoldpostman,personalitypublicityMaoborigoroussingingJapanesegirlswillplaysupervisionTomokoandfullofemotionandheradolescentrebelliongreatlyasinglemotherAvarietyofsmallcharacterswithdistinctpersonalitiesandboorish,likeus"LiYuchun"liketruetolifeWewantthemtosucceed,justasourowndesireforsuccessisthesameEspeciallyintheKoreanwaveofHari,Taiwanlocalgrassrootsculture,especiallyoutoftheordinarypeopleofTaiwan,willingtorepeatpurchase,andevenwithinadayatthree,itisnotsurprisingThree,wordofmouthismoreimportantthantrophyCapeSevendidn'thaveahighcostofcommunication,butitmademillionNTsalesWhyTheansweriswordofmouthmarketingHsiaoHsienHouhadseenthe"CapeSeven"premieredattheTaipeiFilmFestival,toldWei""CapeSeven"isnotafraidofpeopletoseeamovie"Withthefirmbeliefintheproduct,thedirectordecidedtooperatewordofmouthtomarketCapesevenDirectorinordertomakewordofmouthbetter,asearlyasbeforetheshooting,heestablished"CapeSeven"theofficialblog,inthefilmingprocess,staffcontinuetobloguploadfilmstills,trailers,behindthescenes,andtheserieswebsitenetworkforumtonetwork,createMSNiconforuserstodownloadetcInorderto"CapeSeven"totakeallages,thedirectorfirstmadesomesmallscaleinvestigation:theyfirstinvitedseveralinternalstafftowatchthetwominutetrailer,afterreading,Thereareonlytwoanswerstothequestionnaire,"like"and"verymuch""Therearesecondquestions"Willyoubuyticketsnextweek"andmostpeoplesay"no"becausetheythinkit'saTaiwanmovie"Andanaudiencegavetheseemingly"only"solution:ifafriendrecommended,Iwouldgotosee"Friendsrecommend"letthedirectormorefirmly"wordofmouth"toaTaiwanmovieimportanceItwasdecidedtobeheldbeforetheofficialreleaseofthefilm,morethanthousandpeopleinthefreepreviewinTaiwancity(Taiwantotalpopulationofonlyabouttwentymillion)Inthefilm,thedirectormadeafreepreviewaboutthousandtickets,notonlycarefullyselectedscreeninggroups,alsorestrictapersononlytickets,andineverymoviesceneafterdiscussionwiththeaudience,theaudienceconstantlydeepenimpressionThepurposeistomanufacture,"Sir,see,andthentakethewifetosee,theteacherwillrecommendthestudentstosee"utilityTendayslater,"CapeSeven"largescalescreeninginTaiwancitysize,populationscreeningmembersfromnongovernmentalorganizationstothesmallandmediumsizedenterpriseboss,generallyreflectthelargescalescreeningare:"foralongtimedidnotseesuchagoodfilminTaiwan"WordofmouthhasbeguntotakeshapeInordertoproduceareputationeffectamongyoungpeople,thedirectorsarealsoeagertoholdseminarsatcampusesandinyouthcentres,andmeetyoungpeopleAttheendofthefilm,tenminutestoaskthefansquestions,andtoenhancetheinteractiveeffect,thesearenotusedinthepastfilmmarketingAsenvisagedbythedirector,onthefirstweek,"CapeSeven"TaipeiweekendoutofmillionNTachievements,rankingfourthattheboxofficethisweek"Wordofmouth"tostartfermentationontheInternet,thefilminTaiwan'slargestInternetForumPTTleddiscussionshavebeen"CapeSeven"capturedtheaudience,eventhegamewhopulledthemostaudience,themovieforumquicklyevolvedintothe"Capemarketingcompany"Withastunningspreadonthenetwork,throughavarietyofsocialnetworktoolsonthemouth,thespreadofthevirusmodelofthis"wordofmouth",forcingthemainstreammediareportsjoinedthearmy,freeofchargeforthe"CapeSeven"highprofilepublicityThiswordofmouth,leddirectlytothesevenphenomenonhasbecomeaTaiwannationalmovement:manyTaiwanesehavethirdorfourtimesintothecinematosee"CapeSeven",evensomepeoplesawtimes,canrecitelinesinadditiontoyoungpeople,many"grandparents"yearsintothecinemaAlsoexcitedlyboughtticketsfor"CapeSeven"someneverseeTaiwanfilm"elite",thisalsojointhe"CapeSeven"millionofTaiwan'spopulation,hascreatedmilliondollarboxofficemiracle,itisamajorvictoryofwordofmouthmarketingNowistheeraofinteractivecommunication,howtoletconsumershelpyousell,reputationbecomesthemostcriticaloneNotonlyhaveagoodreputation,butalsoneedtohavethewordofmouthtopic,"CapeSeven"islike"ban"likeWangLaoji,createdafterthelasttopicofdiscussion,notonlyallowconsumerstopayforyou,foryoutoplayamoreactiveroleof"media",itisbothtosavemoneyandmakemoney,Alsoestablishedagoodreputation,isindeedoneofmanymodesofcommunicationButwhatdeservesourattentionisthatwordofmouthisalsoadoubleedgedswordgoodproductpowercanleadtoagoodreputationeffect,andbadproductscanleadtotheconsequencesofmelamineFour,topicmarketingaddsfueltotheflamesInAugustndthesuccessfullaunchofwordofmouthmarketing,isthefirstday,"CapeSeven"release,theboxofficethedayofTaiwanareaonlyNT$thousand,thisfigureisdull,butforsuchamovieisalsonormalThesecondday,actorFanYichenstoodoutoftheaudiencesaid:"attheboxofficebreakingmillionyuannaked"Septemberst,"CapeSeven"TaiwanattheboxofficeexceededNT$millioninSeptemberth,FanYichenistorealizethepromiseoftheday,hewasonthecoastofKentinga"naked"Thisday,"CapeSeven"boxofficeexceededmillionyuanNT,FanYichenthis"naked"contributedtothenakedfragments,alsoonthenetworkquicklyspread,andspreadthefrequencywiththeboxofficesuccessforminteractive,showedagoodupwardtrend:inSeptemberth,"CapeNoseven"beat"Chibi(on)",aChinesefilmboxofficechampioninTaiwanareaInOctoberth,CapeSevenbrokethroughatmillionyuan,morethan"lust,caution"Twodayslater,JackieChan'sstory"PoliceStory"wasbrokendown,keepingtheboxofficerecordforyearsinTaiwanAndthen,andtheauctionatYAHOO,the"Cape"partpropsintheYAHOOauctionauctionstarted,onlinewithinafewhours,thedirectorWeiDeshengpaintedstoryboard,bidhasbeenashighasthousandyuanevenChieTanakainthenotebook,bidalsoexceededthirtythousand,whichwasdonatedtoworldvisionInadditiontomakingmoney,onceagainforCapeSevenhasdonepublicrelationsactivities,publicity,CapeSevenforcespreadtoallcornersofTaiwanInOctoberth,MaYingJeouwatchedthe"CapeSeven",dayslater,hepublishedahighprofilecritics,publiclypraisedthe"CapeSeven"onbehalfof"perseverance,bravespiritofTaiwan",themovieandtheOlympicGamesonthegroundtimesstillstandupfightingTaekwondoplayerSuLiwentiedfor"Taiwan'smostvaluableasset",andtoencouragepeopletohaveconfidence,"revivetheeconomyofTaiwan"InNovemberth,theSEFarrangementofARATSPresidentChenYunlinwatchedthe"CapeSeven"Aseriesoftopicmarketing,wordofmouthmarketingwillquickly"CapeSeven"climax,evolvedintotheentireislandofTaiwan's"nationalCapemovement",TaiwanZhongtianTVinaprogramevenquotedsuchapopularsaying:"donotsee"CapeSeven",thesocialpressureisverybig!"Doyou,capeDidyoustudythecapeYou,marketingCapeitHowdoyouhelpproductscreatesalesmiraclesinthecurrenteconomicdownturn,andwhathaveyoulearnedfromtheCapeSeven

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