浅谈电影营销中的社交策略以《小时代》为例
时间:2018-07-02 17:16 来源:毕业论文 作者:毕业论文 点击:次
| 摘要：新媒体的出现对传统传播方式的冲击以及娱乐性对电影受众消费观念和观影行为的影响使得社交媒体在电影营销策略中的应用越来越频繁。基于此，本文通过对电影《小时代》影片推广与营销中社交策略的研究，来分析社交媒体营销策略这一新生的营销手段在电影营销中所发挥的作用。分析发现，《小时代》的社交策略主要是以设定情感标签营销、制造互动话题营销、善用名人口碑营销等形式推广电影，从而给电影带来社会及经济效益。然而随之也带来了一些社交信息泛滥、网络水军造势等问题和弊端。所以，本文较为系统地梳理了社交媒体在电影营销中的发展过程，规避其在运用中的不足之处，扩大其影响力，为以后在促进电影的推广和宣传等环节提供些许借鉴意见。24953 毕业论文关键词：新媒体；电影营销；社交媒体营销；小时代 Analysis on Social Strategies in Movie Marketing ——Take Tiny Time As an Example Abstract:The impact of new media on traditional means of communication and the effect of entertainment on consumer attitudes and the viewing behavior of movie audience makes social media marketing strategy in movies more frequently. Based on this, through the study of movie promotion and social marketing strategies of the movie "Tiny Times", this paper is going to analyze the role of social media marketing strategy which is a nascent marketing tool in the movie marketing. It is found that "Tiny Times" mainly use the social policy, which includes setting emotional label marketing, manufacturing interactive marketing topics, the effect of celebrities and other forms of marketing to promote the film, thus bring social and economic benefits to the movie. However, it also brings along a number of problems and drawbacks, such as social information flooding, water network military campaign and so on. Therefore, this paper systematically comb the development process of the social media in the film marketing, circumventing its shortcomings, expanding its influence, and providing some reference advice for promoting the promotion , propaganda and other aspects of the film in the future. Key Words: New Media；Movie Marketing；Social Media Marketing；Tiny Time 目 录 摘 要 1 Abstract. 1 一、我国电影营销的一般策略 2 （一）以观众为中心的整合营销策略 2 （二）以产品融入为主的植入式营销策略 3 （三）以衍生品为代表的后电影产品营销策略 4 二、我国电影营销中社交策略的兴起和发展 4 （一）电影营销中社交策略的兴起 5 （二）电影营销中社交策略的发展 5 三、从《小时代》来看我国电影营销中的社交策略 7 （一）精准定位，设定情感标签营销 8 （二）设置议题，制造互动话题营销 8 （三）意见领袖，善用名人口碑营销 9 四、《小时代》社交营销中存在的不足 10 （一）单个社交媒体营销范围有限 10 （二）官方微博信息泛滥 11 （三）社区水军虚假造势 11 五、我国电影营销中社交策略的未来趋势 12 （一）多平台社交媒体互动整合运作 12 （二）微电影与电影宣传相结合 12 (责任编辑：qin) |