从《西游记之大圣归来》看社交媒体环境下国产电影话题营销策略

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1、RESEARCHoNToPICMARKETINGSTRATEGYoFCHINESEMoVIESINSoCIALMEDIAENVIRoNMENTBY¨MoNKEYl(ING———HERoISBACK¨ABSTRACTForthemoment，thefilmmakersandtheissuerarepayingmoreattentiontonetworkmarketingbasedonvarietiesofsocialmedia．Theytakeadvantageofthepopularityofsocialmediai

2、nthecontextof’’topics”towinawideraudience，expandvisibility,recognitionandinfluenceofthefilm．”MonkeyKin卜HeroisBack”byvirtueoftheirownstrengthandpositioningaccuracyofthetopicofmarketing，becomecounter—attackmadeanimatedfilmsadecadeofphenomenalrareworks．Thisarticle

3、willtakethisasanexampletoresearchthetopicofdomesticfilmmarketingstrategy,whichrevealsthetopicofmarketingimportantimplicationsforthedomesticfilmindustry．Thispaperisdividedintofourchapters，thefirstchapterreviewstheresearchaboutmoviemarketingandmovietopicmarketing

4、．Thesecondchapterdescribestheriseofthetopicmarketingandanalysisofthetheoreticalbasisofthemovietopicmarketing．Thethirdchapterresearchestopicmarketingstrategiesinsocialmediaenvironmentof¨MonkeyKing_卅eroisBack¨inaccordancewiththethreesteps．Andusingthemethodofquest

5、ionnairetoanalysistopicofmarketingcommunicationeffectfromtheperspectiveofaudience．Theresultsshowedthatmovietopicmarketinghaveacertaininfluenceonthecognitiveeffects，attitudeeffectsandbehavioraleffects．Thefourthchapterlistsalargenumberofinstances．Onthisbasis，comb

6、inestheresearchof”MonkeyKin卜HeroisBack”topicmarketingstrategiesandputforwardrelevantsuggestionsofdomesticmovie-topicmarketing．Italson万方数据accordingtothetheory,combinedwithsocialmediafeatures，summedupthetopicofdomesticfilmmarketing”5C”combination．KEYWORDS：movieto

7、picmarketingMonkeyKing—HeroisBackmarketingstrategy万方数据目录第一章绪论．．11．1选题来源与选题意义。11．2文献综述21．2．1电影营销研究．1．2．2电影话题营销研究。41．213文献综述评价与启示61．3研究内容与研究方法。6第二章电影话题营销的兴起与理论基础82．1话题营销的兴起与基于微博平台电影话题营销的盛行．82．1．1话题营销的兴起82．1．2基于微博平台电影话题营销的特点与优势．2．2电影话题营销的理论基础．．2．2．1议程设置理论92．2．2“AI

8、DA”模式．102．2-3“4c”营销理论．．102．2．4乘数效应．2．2．5边际效益递减规律11第三章《西游记之大圣归来》的话题营销策略及效果分析123．1《西游记之大圣归来》简介。123．2《西游记之大圣归来》的话题营销策略分析。133．2．1抓住受众心理选择话题．133．2．2借助社交媒体炒热话题．183．2．3通过有效方式持续话题．2