摘要
本文从档期竞争的视角,研究了目标电影与同档期其他电影最大事件营销强度的差距和该档期新上映电影数对目标电影的消费者观影意愿和票房收入的影响,以分析在上映前后和不同热门节日档期,目标电影面对档期竞争时的事件营销应对措施,并收集了2014—2018年在中国内地上映的1141部电影从上映前56天至上映后28天共84天的面板数据。研究结果表明:(1)目标电影的事件营销强度与同档期电影最大事件营销强度的差距越大,对目标电影的消费者观影意愿和票房收入越不利,加大事件营销强度可以得到改善;(2)新上映电影数越多,在映前时,对电影消费者的观影意愿越不利,在映后,对消费者观影意愿有利,但是对电影票房不利,竞争效应和集聚效应在映后同时存在,应该加大事件营销强度以提高电影竞争力;(3)电影上映后,相对于非节日档期,在热门节日档期内,尤其是在暑期档,消费者的观影意愿更高,加大事件营销强度的效果更好,但是事件营销强度与同档期其他电影的差距造成的负向影响在节日档期时会被放大,此时应该加大事件营销强度以弥补差距。本文从档期竞争的角度丰富了事件营销理论和电影管理理论,也为相关从业人员提供了实践决策支持。
From the perspective of schedule competition,this paper studies the effect of intensity gap,the absolute value of subtraction of the intensity event marketing between the target movie and the movie with the maximum intensity of event marketing,and the number of newly released movies on the consumers’willingness and box office of the target movie.It also analyzes the event marketing countermeasures when the target movie faces competition during the period before and after the release and at different popular festivals.Dynamic panel data are collected for 1,141 movies released in China from year 2014 to 2018 for a total of 84 days,including 56 days before the release and 28 days after the release.Results show that:(1)The greater the gap between the intensity of event marketing for the target movie and the maximum intensity of event marketing for other movies in the same schedule,the more unfavorable the consumers’willingness and box office of the target movie.Strengthening event marketing is necessary to fill the gap.(2)The impact of the number of newly released movies on the consumers’willingness of the target movie is different before and after the release.Before the movie is released,the more movies are newly released,the less the consumers’willingness of the target movie.After the movie is released,the greater the number of newly released movies,the higher the willingness of consumers to watch the target movie,but the lower the box office revenue of the target movie.Results show that the number of newly released movies has both a competitive effect and an agglomeration effect on the target movie.(3)Compared to non-festival schedules,in popular holiday schedules,especially in summer holiday,consumers are more willing to watch movies,and the effect of increasing the intensity of event marketing is better.However,the negative impact caused by the intensity gap of event marketing will be more extensive during the holiday schedules.At this time,it is helpful to increase the intensity of event marketing for i
作者
孙磊
翟昕
廖琳
Sun Lei;Zhai Xin;Liao Lin(Guanghua School of Management,Peking University)
基金
国家自然科学基金项目(71772006)的资助
关键词
电影
竞争
集聚
档期竞争
事件营销
观影意愿
电影票房
Movie
Competition
Agglomeration
Schedule Competition
Event marketing
Movie Consumers’willingness
Movie Box Office
