电影预告片在线投放对票房的影响——基于文本情感分析方法

发布时间：2018-07-10 09:37

本文选题：电影预告片 + 在线投放　；参考：《中国管理科学》2017年10期

【摘要】：预告片是电影上映之前的一种营销方式。过去,预告片主要通过影院或者电视平台进行传播,现在,预告片更多被投放在网络视频播放平台上。本文研究预告片的在线投放策略对预告片关注数量和预告片评论情感的影响,以及预告片关注数量和预告片评论情感对影片票房的影响。基于纯暴露理论、消费者参与理论提出了研究假设,从视频网站时光网(www.mtime.com)和电影数据库网站艺恩网(www.entgroup.cn)采集了研究数据,对预告片评论文本进行了文本情感分析,建立模型并对模型参数进行了估计。研究结果表明:(1)预告片的投放时间、数量、长度对预告片关注数量有显著作用。提前投放和密集投放会提高预告片的营销效果。(2)预告片关注数量和预告片评论情感对影片票房有显著作用。关注数量越多,积极情感词汇越多,票房越高。(3)影片上映之前,预告片评论中的"乐"、"哀"词频对票房有显著作用。影片上映期间,预告片评论中的"好"、"恶"词频对影片票房有显著作用。研究结论可以为电影营销策略制定和营销资源分配提供支持。
[Abstract]:Trailers are a form of marketing before the film is released. In the past, trailers were spread mainly through cinemas or television platforms. This paper studies the effect of online delivery strategy of trailers on the number of trailers' attention and the emotion of trailers' comments, as well as the influence of the amount of trailers' attention and the trailers' comments' emotions on the box office of the films. Based on the pure exposure theory, the consumer participation theory proposed the research hypothesis, collected the research data from the video website www.mtime.com and the movie database website www.entgroup.cn, carried on the text emotion analysis to the trailer comment text. The model is established and the model parameters are estimated. The results show that: (1) the time, quantity and length of trailers play a significant role in the attention of trailers. Early and intensive release will improve the marketing effect of trailers. (2) the number of trailers concerned and the emotion of trailer reviews have a significant effect on the box office. The more attention, the more positive emotional vocabulary, the higher the box office. (3) before the release of the film, the trailer reviews "music", "lament" has a significant impact on the box office. During the film's release, the "good" and "evil" frequency in the trailers' comments played a significant role in the film's box office. The research results can provide support for film marketing strategy formulation and marketing resource allocation.
【作者单位】：合肥工业大学管理学院;
【基金】：教育部人文社会科学研究资助项目(15YJC630111) 国家自然科学基金重大研究计划资助项目(71490725);国家自然科学基金资助项目(71501057)
【分类号】：J943

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