Study On The Marketing Of Movie And Television Culture Products Based On Social Network Service

Social Network Service (“SNS” which is widely used is its abbreviation) is one of medium servicesthat their essence are to establish a network community with the function of informationdissemination through the provision of information services. Rising from the "searching age" to the“social contacting age”, SNS has become so popular and its mode of transmission is efficient,accurate, such as interactive as well as low cost characteristics caused the enterprise brand andproduct dissemination interest. SNS interaction led to the users’ high level of participation andbrought a huge users’ traffic which has created an unprecedented commercial value. Thus, based onthe SNS platform, SNS marketing is gradually formed, and is used in a growing number of productsand services, and Film&Television culture products is one of them.Standing at the perspective of behavioral science, consumer awareness, marketing process andmechanism of the effect of technology acceptance and dissemination of information are built, andtechnology is accepted as a central issue. Through the questionnaire survey and the structure equationof statistical analysis, the empirical research of the Film&Television culture products SNS marketingis conducted, and puts forward some specific countermeasures and suggestions.Conclusions of thestudy are as follows:(1) Consumer perception, the technical acceptance as well as the effect of informationdissemination platform and viewing the influencing factors of two levels relationship most have beenverified, and new media platforms can be connected to the tools of the target product and targetconsumers, and also provide the reference for the technology acceptance model the extension;(2) By providing content services and features service, SNS can stimulate the brand of videoproducts, while addressing the disgust of consumers of traditional media advertising. Thus, the SNSplatform marketing video products substantially complete Film&Television culture productsmarketing channels "as a whole" and "integration" of the building;(3) The power law distribution and user interaction mechanism is a key factor in the disseminationof information to maximize the effect. To produce a truly user purchase need to grasp the key nodes ofthe information chain and keep the information of continuing concern.