Research On Social Media Marketing Strategy Of Chinese Films

In the era of new media, digital technology has been developing rapidly and social media are becoming even more popular. The fragmented information dissemination mode of social media well meets the need of the cultural consumption characteristics in modern society. Social media absorb more and more audience from the traditional one. The manifestation of social media is more substantial and it has been sustaining innovations. It provides a new thought and platform for the marketing of Chinese film. In this new media environment, Chinese film is confronted with new challenges as well as opportunities.In this new media environment, exploring new phenomena, new methods and new ideas from the theories level is helpful to deeper understand current marketing strategy of Chinese film market. Besides, it is of great significance to keep Chinese film industry growing healthily in the long term.I take Chinese film as the research subject in this paper which can be divided into five parts. The first part is Introduction. This part aimed at making clear of the writing purpose and research value in this paper, summarizing the existing research results and briefly explaining some basic concepts. The second part is Chapter1. In this part, there is a general carding of the development history of Chinese film marketing. This part introduces the production and developing process of social media and illustrates the new opportunities which are brought by social media. The third part is Chapter2. This part, which is based on specific cases, elaborates actual marketing strategies of Chinese film with the help of social media. The forth part includes Chapter3and Chapter4. Combined with case studies, this part summarizes experience, points out the problems and shortages of film marketing in the new media environment and attempts to make the appropriate solutions. The last part is Conclusion.