电影微博营销研究

发布时间：2018-07-20 11:39

【摘要】：随着互联网技术的发展，微博建设理念的不断创新，以及微博用户规模的急剧扩大，微博的社会化功能得到加强的同时，其商业价值也逐渐凸显出来。在微博大行其道的今天，微博正以其以小博大的特点赢得电影营销推广人的重点关注，电影微博营销的价值逐渐被开发出来，并且成为目前最重要的电影网络营销方式。通过对大量电影微博营销案例的研究、相关文献资料的分析以及不同电影营销方式之间的比较，得出了电影微博营销的价值、特点、模式以及存在的问题。首先，电影微博营销不仅有利于电影营销渠道的完善，而且在提升电影品牌影响力以及培养电影受众忠诚度方面也起到了至关重要的作用；其次，与电影的其他营销方式相比，电影微博营销除了具有互动式信息沟通、病毒式传播扩散、目标受众精准化等特点外，还具备信息实时同步化、营销成本低廉化、传播主体多元化等独有特性，在电影微博营销的发展和实践中，逐渐形成了微博病毒营销、微博互动营销、微博情感营销等模式，，通过对上述模式的运用，电影微博营销得到了进一步的完善与发展，并且在实践中证明了其强大的传播价值与营销价值；再者，作为一种全新的电影营销方式，由于主客观条件的制约，在实际的电影微博营销过程中，存在着微博营销意识薄弱、微博营销创新手段不足、微博营销过程存在认识误区等问题。基于电影微博营销的特点、模式，对于电影微博营销中出现的问题，应当首先从树立电影微博营销战略理念出发，然后加快电影微博营销的手段创新，加强对电影微博营销过程的控制，并且对微博以及其他网络营销平台进行有效的整合，从而实现电影微博营销价值的最大化。
[Abstract]:With the development of Internet technology, the innovation of Weibo construction concept and the rapid expansion of Weibo user scale, the social function of Weibo has been strengthened, and its commercial value has been gradually highlighted. With the popularity of Weibo, Weibo is winning the attention of film marketing promoters for its small and broad characteristics. The value of film Weibo marketing has been gradually developed, and has become the most important mode of film marketing online. Through the study of a large number of film Weibo marketing cases, the analysis of relevant literature and the comparison between different movie marketing methods, the value, characteristics, mode and existing problems of film Weibo marketing are obtained. First of all, film Weibo marketing is not only conducive to the improvement of film marketing channels, but also plays a vital role in promoting film brand influence and cultivating film audience loyalty. Secondly, compared with other marketing methods, In addition to the characteristics of interactive information communication, virus spread, target audience precision and so on, film Weibo marketing also has unique characteristics such as real-time synchronization of information, low cost of marketing, diversification of communication subjects, etc. In the development and practice of film Weibo marketing, the models of Weibo virus marketing, Weibo interactive marketing and Weibo emotional marketing have been gradually formed. Through the application of the above models, the film Weibo marketing has been further improved and developed. Furthermore, as a new mode of film marketing, because of the restriction of subjective and objective conditions, there is a weak consciousness of Weibo marketing in the actual process of film Weibo marketing. The Weibo marketing innovation means is insufficient, the Weibo marketing process exists the misunderstanding and so on. Based on the characteristics and models of film Weibo marketing, we should first set up the strategic concept of film Weibo marketing, and then speed up the innovation of the means of film Weibo marketing for the problems that appear in the film Weibo marketing. We should strengthen the control of film Weibo marketing process and integrate Weibo and other network marketing platforms effectively to maximize the value of movie Weibo marketing.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943;G206

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