译文（字数 3763）

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；

外文原文（字符数 12194）

Buzz marketing for movies

-- Iris Mohr. Buzz marketing for movies. Tobin College of business, St, John’s University, 8000 Jamaica, NY11439, USA

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