附录 外文原文
Research on Micro-blog Marketing Mode of Domestic Films ——Take "Pass Through Your World" as an example
The movie passing from your world is part of the original name. According to the story, the original novel first name of "bedtime story" on the Internet was crazy forwarded by the good movie shoot fresh art film director Zhang Yibai and author Zhang Jiajia known as healing together to create, build Deng Chao, Bai Baihe, Yang Yang and other actors from the movie. Your world pass gt; in September 29th national release, released the first day at the box office reached 72 million 440 thousand, second days at 12 noon break billion total box office success, the first national archives released two weeks off, the cumulative box office of 650 million yuan. The film at the box office success is mainly due to marketing practices to create new styles, for example micro-blog propaganda micro-blog to search, the number of passing from your world "as the keyword super 4 million 980 thousand, micro-blog official movie fans have exceeded 1 million 100 thousand. Many fans said, himself in the cinema This movie is affected by Sina. Micro-blog's overall "passing from your world gt; micro-blog marketing is the main way of precision marketing, marketing, marketing activities, celebrity marketing, emotional marketing and content marketing.
Micro-blog has a strong pertinence, pay attention to the movie passing from your world. Fans of the film's customers or potential consumers, the official film of precision marketing, micro-blog users can use micro-blog keyword search, find out all about the film. The original book lt; the world from your past gt; first madness is spread on the Internet, so it is the love of young people, therefore accumulated a certain amount of fans. The official movie in the audience after accurate positioning, to fully understand the social habits of these fans forum, entertainment consumption concept, for they develop precise marketing fans. There are young people as the current mainstream consumers movie. They are fashionable and advanced the concept of the pursuit of fashion, watching movies has become a way of entertainment, so choose the movie marketing tools are mostly related with young people, such as micro-blog, opal, watercress, Video website and social media, the media are the main users of some young people. At the same time, some of the characters in the film set itself and they have the same place, put these related content to micro-blog, the dissemination and promotion effect is very good. The movie from your world through "in the eleven National Day golden week period many movie become a dark horse at the box office, the talent shows itself, precision marketing contributed.
We all know that micro-blog is a major feature of the user can find micro-blog search keywords, blogger, users love or interest therefore, micro-blog marketing content to cater to the target group's concerns, the only way to arouse the interest of the audience, so in the movie marketing in the whole link accurate positioning of the audience it is necessary to something from your main reading world pass the original novel is "young man, the seven starring movie is the choice of the fans extremely popular artists and fans of these young actor's main strength is mainly concentrated in a certain economic capacity of 80 after 90, clearly the consumer positioning it so the film at the beginning of the creation. In addition, the audience is watching this movie is the first movie trailer, starring the director, information, posters and the big theme song MV The influence factors. Therefore, in its official micro-blog operation, to the main content of these aspects, and the movie passing from your world gt; official micro-blog will from time to time to release some actors behind the scenes in the novel, the classic lines, attract the audience to the cinema viewing. From the above we can see that movie. The official for the positioning of their target audience of film accurately. Celebrity Effect Maximization. In the film before, through the expansion of movie star publicity is the most effective way to the attention of young people now have star worship, these stars have a strong fanbase, stars in the micro-blog fans will be every word and action, comments forwarded. In addition the star forwarding and interaction will forward and interaction driven by their fans groups, making micro-blog content transmission range is wider, and the interactive behavior will be forwarded between the star and the target audience formed a strong public opinion field and exchange. There are stars of opinion leaders force and its image characteristics will affect the choice of viewing audience. Before the movie from your world pass gt; release, seven starring Deng Chao, the film Yang Yang, Yue Yunpeng and other related information continue to release the film, and interact with the star friends, which led to fans of the film in the forward Into the hot topic of micro-blog. There are days before the release of Faye Wong singing of the song "you wait for me in the end point gt;MV after the broadcast is caused by forwarding. In addition the movie stars of the film audience after mixed reviews, these evaluations mainly concentrated in different movie and novel narrative style, and the acting. Specialization of Marketing Model. A good movie can lead the people to interact in micro-blog, the first is to create innovative topics, and to implement interaction with the audience. The movie passing from your world on the official Sina micro-blog in 2016 at the start of May 5th update, micro-blog recorded most of the content related news film, such as shooting in the actor between various interactive scenes, or some other actors, interaction with the fans, or a "passing from your world on some classic quotations. After filming completed into the release period, mo
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