"Fans-Film" Microblog Marketing Research

The movie "Mysterious Island" which Yang Mi took the leading role carried the conception of "fans effect" into the film industry in 2011.Thus "Fans-film" enters into people’s horizons.Guo Jingming crosses over into the director industry with the"Tiny Times"(name of a film)in 2013.It has accumulated over 1.8 billion box office about a series of the "Tiny Times" becoming another masterpiece of the fans effects.In 2014,Hanhan,also a writer,directs a film "The Continent"(name of a film)which acquires nearly 630 million at the box office finally.New crossover director Dong chengpeng with "A Hero or Not" picked up more than 1.1 billion box office success in 2015.According to statistics,only in 2015 there has been more than 10 people which direct the film crossover such as He jiong,Dong chengpeng,Su youpeng,Chen jianbin etc.Such this group of rich and colorful crossover directors have become a new force of Chinese films,they bring a steady stream of new vitality to Chinese film culture industry.The concept of "fans" still needed to be explained in a few years ago.With the advent of the era of Internet +,nowadays the value of "fans" has reflected in every aspect in the field of consumption.In the film industry,fans are becoming attractive objects of social marketing.However,microblog platform is the best position of marketing communications to "Fan films".Microblog has an irreplaceable position in either social attributes or media properties,mainly because microblog improves experience of customers at the same time,expands the partnership with the entertainment industry,uses dynamic states of stars effect to attract more customers.This paper selected the top 10 box office "Fans-film" from 2013 to 2015 which directed by crossover directors and as the research samples,they respectively are Lost in Hong Kong,A Hero or Not,So Young,The Breakup Guru,The Continent,series of"Tiny Times",The Left Ear and Forever Young.Trying to analyze more fully its characteristics and unique value,sum up the "Fans-film" in common,characteristics and reasons of the rising,and the strategy as well as characteristics of "Fans-film"microblog marketing,and deeply discusses acceptable mechanism and emotional cognitive model of the fan audience.In order to explore the empirical results of the microblog marketing more scientific,the author chooses from the materials,network scales,micro topics and stars fans numbers to collect relevant data,and uses SPSS statistical software to examine correlation and significance of data,thus drawing up some communication effects of "Fans-film" microblog marketing.Ultimately,the microblog marketing for any film has become an indispensable link,the ways of"Fans-film" used in the process of the microblog marketing are formed a set of production processes,but its spread effect is irregular and has obvious "Dormant Effect".That is to say the film quality is the core,quality of the production is the key,the marketing strategy is the means.When the microblog marketing wants to ensure the "Fans-film" cultural connotation and entertainment image could be matched highly,it not only needs to analyze audience characteristics deeply and pain points for market,makes every effort precisely,but also needs to improve the reputation,escape from "bad-movie" whirlpool,carry on the transformation,upgrading and the construction of a vertical stereo dimensional industrial chain.