摘要:随着国内经济的快速发展，人们对精神文化消费日趋增加；中国电影行业的市场发展也从一部喜剧电影引起了人们的广泛关注，“泰囧效应”引起的国内电影市场的轰动。

　　　09年以来，国内电影市场票房保持持续增长，人们越发感受到了“营销”的魅力。营销策划不只是简单的经验，还建立在系统科学的基础之上,通过市场调查以及反馈信息的分析,设计出系统的营销方案。

　　　《人在囧途之泰囧》的营销策划分析主要是通过消费者消费习惯分析，国内外电影市场票房对比，《泰囧》成功的主要原因及其采用的策划方案。提出提高国内电影整合营销水平，以及转变国内电影的营销模式，从而使得国内电影行业能够真正实现商品化，产业化。

关键字： 电影营销  市场票房  营销策划  整合营销

ABSTRACT:With the rapid development of domestic economy, people's spiritual and cultural co- nsumption increased; Market development of China's film industry from a comedy film has attracted widespread attention, "Mr. Stewart effect" caused by the domestic film market.

　　　　In 09 years, the domestic film market box office keep growing, the more people feel the charm of "marketing". Marketing planning is not just a simple experience, but also built on the basis of system science, through the analysis of market research and feedback,marke -ting scheme of the system is designed.

　　　　"Thai town of people in stopping way" of marketing analysis primarily by consumer spending habits, box office film market at home and abroad contrast, "Thai stopping" the m -ain reason for the success of the planning scheme and its use. Put forward to raise the level of domestic film integrated marketing, as well as the domestic movie marketing model, so as to make the domestic film industry can truly achieve commercialization, industrialization.

Key words: box office movie;    marketing market;   marketing planning;  integrated marketing