The Influence Of Internet Word Of Mouth On Domestic Youth Films And The Countermeasures Research On Promotion Strategy

With the development of the film industry and the rapid changes in Internet technology,online word-of-mouth plays an increasingly vital role in film dissemination process.The rise and popularization of social media enable audiences to express freely in the cyberspace,expanding the online word-of-mouth to a large scale.As the extraordinary outcome keep going,the word-of-mouth affected thousands of audiences so that the viewing decisions have been impacted by it.The domestic youth movies that have experienced a long period of depression also stand out from the Chinese movie market again by the word-of-mouth marketing strategy,hitting an unprecedented height for domestic youth movies.This article takes the present situation of the domestic youth movie market as an entry point,systematically analyzes the rules and characteristics of the online word-of-mouth promotion process of domestic youth movies,summarizes the relationship between online word-of-mouth and the box office of domestic youth movies,and attempt to give some advices according to the research conclusion.This paper discusses how to use the online word-of-mouth to complete the dissemination and promotion in line with the current context of the times.The second chapter analyzes the current situation of online word-of-mouth promotion of domestic youth films through questionnaire survey and some specific film cases,trying to preliminarily understand the audience’s acceptance of online word-of-mouth in the promotion process of domestic youth films.On this basis,it further excavates the relationship between the current domestic youth film market and various dimensions of online word-of-mouth,so as to help film distributors understand the rules of online word-of-mouth to promote the industry.The third chapter uses empirical research to explore the correlation between online reputation and domestic youth film box office.The positive correlation between the online opinion and domestic youth film box office is obtained by SPSS statistical software.It is clear that the three dimensions of online reputation have a positive impact on the box office of domestic youth films in general,but at the same time,it finds that the proportion of neutral comments,Baidu search index and other films are found There is no significant correlation between the impact factors and the box office of the film.Chapter four analyzes two representative online comments text content based on text mining skill to dig the deep information contained in the text data of movie review,finding the advantages and disadvantages of the current youth film.Chapter five,based on the empirical research and the representative case of youth film of the opinions,combined the three dimensions of online reputation price,the number of online word-of-mouth and the film pre-release heat,with the questionnaire survey results to put forward several suggestions and strategies for domestic youth films.Focusing on creation-orientation: concentrating on the realistic return of youth mirror and the connotation of youth Explanation;Matrix promotion: strengthening cross platform linkage and inspiration for "tap water";making use of pre-reflection heat: making topic effect and grasping the key "node" of communication.This paper,through the network promotion of youth film reputation,provides a new way of thinking for the healthy development of domestic youth film market in the future.The high-quality youth film can improve the youth’s viewing experience and cultural enjoyment,thus promoting the promotion of social and cultural soft power.