The Research Of Independent Film Critic Website Brand Communication

With the rapid expansion of the domestic film industry,film ratings and reviews website has also been considerable development.For example: The douban,The Mtime,Gewara,Maoyan.Film.These websites seems like a movie review websites,but they are actually a collection of making friends,shopping and recommend.They have a variety of functions as a service web site.These business atmosphere movie website is prone to "red packets critics",the phenomenon of Internet marketer.And the Cinephilia is dedicated to create an independent,objective film reviews and information sharing site.Since the Cinephilia established in 2010,it has been a non-profit operation site.The website builders want to make this platform become a website similar as the rotten tomatoes in United State,the rotten tomatoes provides a reference for the audiences.Which makes the Cinephilia a special and meaningful existence in the present noisy movie reviews environment.In 2016 Cinephilia became a enterprise business website,its development process has experienced up and down,now it become one of the most successful independent film critic website,it has also aroused more fan’s interest.of movie reviews and movie history.The study of the Cinephilia traced its development history,and also interview with its founder and loyal users.The research use the brand communication theory to analyze the development advantage of brand,brand communication features and communication ways.At the same time,this research also discusses disadvantages of Cinephilia,and attempts to explore a suitable way to the future development of Cinephilia,because in the mobile Internet era,it is necessary to follow the law of marketing development to ensure the site run more smoothly.