The Analysis Of The Movie’s Viral Marketing In China

In recent years, with the rapid development of the film industry and the Internet, the filmmakers marketing awareness enhanced gradually, a new form of marketing rooted in the change of the interpersonal communication in the internet era-viral marketing is becoming a hot spot in the marketing industry. In1999, a movie named "The Blair Witch Project" has won nearly$250million which cost only$lbillion lit the movie’s viral marketing prairie fire. Face with the environment that the direction of the development of the film industry tend to be small production and small cost, and the growing impact of the Hollywood movies on the domestic film, More and more movie marketers promote the film and seize the market in this way. In this context, it is very necessary to study the movie’s viral marketing in China.by the study of large number of domestic and foreign movie’s viral marketing case, and the analysis of the relevant literature, the thesis defined movie’s viral marketing concept and analyzed its constituent elements from four aspects, for example:the marketing market, the main,the channels and ways, and then draw the values and advantages of the movie’s viral marketing, For the film industry, There are three aspects of the use of viral marketing value, Such as stable ticket’s price, popular film culture, and create brand effect. Compared to the other movie marketing methods, the movie’s viral marketing has the advantage of lower marketing costs, strong cultural, a higher degree of integration of resources, the advertising effects more lasting. However, as a new movie marketing model, it is still in the preliminary trial stage in the domestic film industry, the operation seemed more rigid. Its marketing is not connect, and exists a lack of the professional marketing team, the film’s quality is also poor, homogenization is serious, and so on. it’s mature will take some time.This thesis argues that the movie’s viral marketing in our country is new, but it is a trend, and its development potential is limitless, according to the successful experience of the Hollywood, based on the current situation of the domestic movie’s viral marketing, we can solve the problems of movie’s viral marketing in the domestic from four aspects:First we need to integrate film market and derivatives market, the film’s production, issuance, screenings and the development of the after product should cooperate with viral marketing. Then training the professional team of viral marketing and lock the people which will be infected easily and then to marketing creative to them, at the same time, during the marketing process, we should pay attention to the movie brand marketing, control from the following three aspects,for example,the quality of film, film series and the integration of marketing channels,and the most important thing is the effective integration of the all kinds of resources of viral marketing and traditional marketing in order to maximize the value of movie’s viral marketing, which is the main purpose and significance of this study.