Analyze On Hollywood Film Marketing Mode In Sina Weibo

With the rapid development of the Internet and social media,film marketing in the new media is becoming more and more important.Hollywood film as a representative of foreign films,entering the Chinese market is not only to expand its influence,but also to cross cultural and language barriers in cross-cultural communication.At the same time,Sina microblogging as a representative of domestic new media,has become more vital in film marketing in new media.In recent years,Hollywood studios have gradually attached more importance to the new media film marketing in Sina microblogging.To investigate and study this phenomenon has both theoretical and practical significance..This paper chooses 23 Hollywood films shown in China in 2016 as a sample,combined with the theory of communication and the theory of marketing as its theoretical basis,and uses the research method of literature research to analyze the marketing activities and contents of the posts.This paper also depicts the different ways of marketing of Hollywood films in Sina microblogging,summarizes the marketing modes,dissects the essence of every marketing mode and gives a general outlook on Hollywood film marketing in Chinese new media.The main contents of this paper are as follows: introducing the research background,research significance,research status,research methods and related concepts of the topic selection.This paper also introduces ways and tools of Hollywood film marketing,such as signing up for an official account for the movie,creating a micro-topic concerning the film and sign an Sina account for staff members.Through studying the marketing information posted in each way,this paper studies the marketing mode of Hollywood films in China,such as integrated marketing,matrix marketing,graft marketing,and so on.Finally,the paper summarizes the marketing model,analyzes its essence and connotation,and prospects the future development of each marketing model.