我国科普场馆电影节品牌建设创新实践与思考:以北京国际电影节“科技单元”为例

Innovation Practice and Reflection on the Brand Building of Popular Science Venues Film Festival in China:A Case Study of the “Technology Unit” at the Beijing International Film Festival

摘要:

近年来，我国一些科普场馆陆续举办本地的特效电影节，但是与国际知名特效电影节相比，在品牌化方面还存在差距，有较大的发展空间。本文以北京国际电影节“科技单元”品牌建设创新实践为研究对象，探讨社会认同理论在科普场馆品牌建设中的应用，并从品牌定位、品牌识别、品牌管理、品牌传播等方面出发，探索扩大科普场馆特效电影节的影响力和知名度的有效路径和努力方向，包括策划与创新活动类型、回应观众需求优化品牌体验、维系多方良好合作关系，利用线上线下多种渠道加大宣传力度，以期为国内科普场馆同类特效影院节品牌建设提供有益借鉴。

Abstract:

In recent years, a number of popular science venues in China have started to hold local science film festivals. However, compared with the internationally renowned film festivals held by popular science venues, there is still a gap in brand building, and a large room for development. This article takes the innovative practice of the “Science and Technology Unit” of the Beijing International Film Festival as a research object. It explores the application of social identity theory in the brand building of popular science venues. Starting from the aspects of brand positioning, brand identification, brand management, and brand communication, it explores the effective ways to expand the influence and reputation of special effects film in popular science venues. This includes planning and innovating types of activities, optimizing the brand experience in response to audience demands, maintaining favorable collaborations with multiple parties, and intensifying promotional efforts through various online and offline channels. The ultimate goal is to provide a valuable reference for the branding of similar special effects film festivals in domestic popular science venues.