好莱坞电影的新浪微博营销模式探究

发布时间：2018-09-09 19:35

【摘要】：随着互联网及社交媒体的飞速发展,电影在新媒体上的营销显得越来越重要。好莱坞电影作为外国电影的代表,进入中国市场的宣传营销是为了扩大影响,同时作为跨文化传播还需要跨越文化障碍和语言隔阂。新浪微博作为国内新媒体的代表,在电影新媒体营销中的地位越发重要。近年来各好莱坞企业逐渐重视电影在新浪微博上的宣传营销,对此现象的探究与解读具有理论与实践意义。论文选取2016年在中国上映的23部好莱坞电影为样本,以议程设置理论等新闻传播理论和市场营销学理论作为理论基础,运用文献研究法、内容分析法等研究方法对样本在新浪微博的营销活动和发布内容进行分析,列举好莱坞电影在新浪微博营销时使用的多种途径,归纳宣传内容运用哪些营销模式,剖析各营销模式的本质以及对好莱坞电影未来在中国新媒体营销发展的展望与分析。本文的主要论述内容有:介绍选题的研究背景、研究意义、研究现状、研究方法和相关概念界定;结合电影样本列举好莱坞电影在微博宣传时应用的途径与工具,例如建立电影企业官方微博、设立电影相关微话题、开通好莱坞主创的个人微博账号等;分析通过个宣传途径发布的营销内容,探究好莱坞电影在微博使用的营销模式,例如整合营销、矩阵营销、嫁接营销等。最后将总结出的营销模式进行分析,研究其本质与内涵,并对各营销模式的未来发展进行展望。
[Abstract]:With the rapid development of Internet and social media, the marketing of movies in new media becomes more and more important. As a representative of foreign films, Hollywood films enter the Chinese market in order to expand their influence. As cross-cultural communication, they also need to cross cultural barriers and language barriers. Sina Weibo, as the representative of domestic new media, plays an increasingly important role in new media marketing. In recent years, Hollywood enterprises pay more and more attention to the propaganda and marketing of the film on Sina Weibo. It is of theoretical and practical significance to explore and interpret this phenomenon. The paper selects 23 Hollywood films released in China in 2016 as a sample, uses the theory of news communication such as agenda setting theory and marketing theory as the theoretical basis, and applies the literature research method. Content analysis and other research methods analyze the marketing activities and release content of the sample in Sina Weibo, enumerate the various ways used by Hollywood films in Sina Weibo's marketing, and sum up the marketing models used in the propaganda content. This paper analyzes the essence of various marketing models and the prospect and analysis of the development of Hollywood movies in China's new media marketing in the future. The main contents of this paper are as follows: introduce the research background, research significance, research status, research methods and definition of related concepts; list the approaches and tools used in the propaganda of Weibo in Hollywood movies with film samples. For example, Weibo, an official film company, has set up movie-related micro-topics, opened a personal Weibo account created by Hollywood, and so on; analyzed the marketing content released through a propaganda channel, and explored the marketing model used by Hollywood films in Weibo. For example, integrated marketing, matrix marketing, grafting marketing and so on. In the end, the author analyzes the marketing model, studies its essence and connotation, and looks forward to the future development of each marketing model.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;J943

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