电影符号品牌的市场力分析

电影作为一种消费产品,已具有品牌的独特市场力。电影是一种具有整体性的视听文化符号,对电影符号独有的要素进行分析旨在展示电影符号品牌的市场拓展力。从电影文本的叙事层面、影像层面、意义层面、启示层面等四个层面探讨电影符号品牌的市场建构,从而有助于不同电影符号品牌中主流消费群体消费需求的整体提升。

TAn Analysis of the Market Power of Movies as a Brand

Movies,a special kind of consumer product,has become a brand and shown its unique market power.Movies have always been a visual and audial cultural symbol,and the analyses of factors of movies aim to reveal the market power of movies as a brand.Movies' narrative factor,image factor,meaning factor and enlightenment factor will be discussed to illustrate the market construction of movies as a brand so as to best meet the mainstream consumers' demands for diversified movie symbols.