Social Media Marketing Strategy Research Of Domestic Films

In 2002,the domestic film "hero" opened the prelude of Chinese film marketing communication,the film industry began to realize the importance of marketing communication to the development of the film industry.In recent years,China's domestic film theaters,whether the number of films or the receipts of box office have risen sharply,which is a proof to the create enthusiasm of Chinese film market and widely recognized by the market.With the rapid development and popularization of Internet technology,the rapid rise of social media has a wide and profound impact on our lives.Social media has changed the traditional way of information dissemination,and its effect is far better than the traditional media.Under the influence of social media,the Chinese film marketing communication has ushered in new opportunities and challenges.In March 1,2017,the implementation of the "Film industry law of the People's Republic of China" not only makes the film industry more standardized,but also makes a higher demand for domestic film marketing through social media.The film marketing communication strategy is often a new topic.Due to the rapid development of social media,almost every day there are new marketing methods and concepts appearing in the forefront of the actual film marketing communications.But we can not only stay in the analysis of one case,but should sum them up and sort them out to find more profound and essential things.In the Internet age,the new trend of social media marketing on the impact of domestic film marketing communication model is more worthy to think about.This paper is divided into five chapters.The first chapter is the introduction,mainly elaborates the purpose of this paper and the research significance,summarizes the research status and achievements of movie marketing and social media marketing communication and explains the core concepts related to the topic.In the second chapter,firstly,the characteristics of social media and new trends are summarized,and on this basis,the opportunities that social media brings to domestic film marketing are got.The third chapter is the core of this paper that the author discusses,with the conclusion of the previous chapter,the author chooses some social media platforms,such as micro-blog,WeChat and film forum from the social media pattern of China in 2016.These platforms have the most active users and they are the most widely disseminated and the most representative.With the support of the communication theory,the author analyzes the characteristics of different social media platforms and the specific marketing communication strategies of domestic films from the 2015 to 2016.The fourth chapter summarizes the problems of the current domestic film in the implementation of social media marketing strategy,the problems are mainly concentrated in the excessive speculation,the lack of marketing of film derivative products and Weak international marketing communication and so on.On the basis of referring to Hollywood movies and the mature film industry of other countries' and the success experience of social media marketing,this paper tries to put forward the solutions to the existing problems of the domestic film social media.The fifth chapter is the summary and outlook of this paper.