Research On Chinese Films SICAS Marketing Model Based On Social Media

In the Internet Age,social media is constantly advancing with unprecedented depth and breadth.Social media applications have developed for more than two decades.It began with the instant messaging tools,and now it comprises Microblog,We Chat,short video,live stream,e-commerce,etc.Social Media not only meets people’s increasingly diverse needs,but also enlightens companies in various fields,inspiring them to incorporate social media marketing into overall business strategies.In the meantime,more and more films go to market with the use of social media,opening up a new path for the promotion of Chinese films.As for the current Chinese film market,integrated marketing and cross-brand marketing have dominated Chinese films for quite a long time.However,both models have certain problems,such as marketing links incompleteness,cross-brand marketing ineffectiveness etc..Therefore,the author applies the SICAS marketing model to the marketing of Chinese commercial films.On the one hand,it is based on the theories of film economics,communication,psychology and marketing.On the other hand,it draws from the practice of social media marketing of Chinese films.It builds a five-step closed-loop films marketing model,including Sense(brand perception),Interest(intriguing content),Communication and Connection,Action and Sharing.After that,the author builds a full-link strategy system including brand-perception marketing,interesting content marketing,platform communication marketing,movie tickets purchase,and sharing marketing.Finally,the author analyzes the potential risks and limitations of the SICAS model in Chinese marketing,also anticipating the prospect of Chinese films marketing in near years.