Research On Viral Marketing Communication Strategy In Film Industry

In recent years, with the vigorous development of the Internet, a new form of marketing -viral marketing ,whose main transmission carrier is internet is becoming a hot topic in themarketing industry. With successful use of viral marketing in the movie "The Blair WitchProject" released in 1999 , viral marketing has begun to attract the attention of the film industry,more and more movie marketers begin to promote the film in this way, viral marketing hasbecome academic research focus in recent film industry . Film marketers can make full use of alltypes of online media resources for movie publicity campaign, on the one hand, Internet usersgenerate positive awareness of the film, on the other hand, as far as possible, expand the range ofvideo information dissemination. Good or bad movie reputation and information arrival rate candirectly affect the level of box office receipts, therefore,to establish a marketing idea of thespread of the virus in the movie marketing process is necessary.If just discusses the dissemination of results, the particular network environment determinesthe dissemination of results of viral marketing in China than abroad prominent. As a newmarketing tool, in the promotion and application of the domestic film , viral marketing has ahuge potential advantages. At present, viral marketing in the domestic film industry is still in thepreliminary trial stage, and only a few small and medium budget film had success. From thetheoretical level, the use of viral marketing in the film industry, domestic and internationaltheory is not ripe for theoretical research and still remains at the macro level, a simple analysis,but also it lacks of rigorous theoretical system and theoretical depth. Finally, it stays in the movieviral marketing case analysis; In practice, the domestic film industry is the lack of professionalmarketing team and talent, even if the movie is using this marketing tool, but it is difficult toachieve cost-effective dissemination of results. But the domestic film industry in the film’s viralmarketing has an urgent need for the reference of theoretical guidance and practical operation,which left the author a great deal of research space.In accordance with the above ideas, this paper analyzes and discusses in five aspects, In theintroduction, it mainly describes the background and historical significance of this researchproject ,summarizes the existing domestic research and analysis its deficiencies, andproposes the theoretical framework of this thesis, research methods, as well as the paper’sinnovative points; The first chapter describes the origins and development of viral marketing, and defines the concept of viral marketing, then by comparison with the traditional marketingand word of mouth marketing, it analysis of the viral marketing of their own characteristics, andelaborates WEB2.0 environmental marketing of new features; The second chapter by a simpleexposition of the development process of China’s film industry pointes out that changes in thedevelopment and marketing model of film marketing, in this context it further pointes out thatthe specific use of viral marketing in film marketing in China’s situation; Mainly through theanalysis of the viral marketing opportunities describes a prerequisite for the successful use ofviral marketing movie marketing from the film type, video quality and reputation and the targetaudience, The third chapter aspects of the film schedule described a prerequisite for thesuccessful use of viral marketing movie marketing;The fourth chapter is the focus of this papersection, it designs a complete set of viral marketing communicating strategy 5Wcommunication theory as a framework support and combining with the actual situation ofChina’s film industry marketing. Therefore, this strategy looks forward to the viral marketingdevelopment for our film has a certain reference value. This is also in this thesis the mainpurpose and significance.