From "Scarcity" To "Excessive" ——Analysis Of The Marketing Situation Of Domestic Films In New Media Era

The developing process of domestic film marketing was started in the planned economy period, reformed in the market economy period, turned in the turn of century and prospered with the prosperity of social media. From the planned economy period to the market economy period, domestic films departed from the state monopoly of the purchase and marketing, but because of the slow pace of reform and weakness of practices, although the film marketing has been pushed to the foreground, it had little impact. Until the great success in marketing of Zhang Yimou movie "Hero" in 2002, Chinese film marketing begins.The rise of the Internet makes a great sense of film marketing. The milestone of media developing history-social media, social media brings a lot of chance for film marketing with its advantages of high speed of communication, majority ways of communication and two-way or multi-directional information dissemination. Combing through domestic film marketing status can also be found a collection of social media that the film marketing seems to enter the social media era.The explosion of social media information, the equal discourse environment and the low-cost feature of social media make the structure, body and effects give the marketing structure an earthshaking change. But everything has two sides, the social media has good influence but also bad ones, such as confuse the internet order and bring excessive fake marking. Xiao Ying use The Continent to abuse Han Han’s literary scandal, and this event makes the excessive marketing of film today be surfaced. In fact, it is about the contradiction between the film quality and the film marketing. The cause and disadvantage of this phenomenon can’t be ignored, especially the excessive marketing of using tawdry selling points to catch audiences’ eyes must be crackdown.Specific research ideas:This paper is divided into three parts:introduction, body and conclusion. The introduction is the first chapter, the main part of this paper consists four sections:Chapter 2:This chapter is an analysis of the raise and change of domestic film marketing, the social background of its rise, and the course of the change. Use the marketing of Hero-the classic film at the turn of the century-to analyze the improvement of marketing idea and marketing measure. In addition, use the development of media to analyze the change of film marketing.Chapter 3:This chapter elaborates the modes of film marketing at social media era-precision marketing, interactive marketing, topics marketing, emotional marketing, then explain them with visual examples. This chapter analyzes the inner change of film marketing from the "big poster" to "small screen". First, the subject of film marketing changed. Film marketing in social media era pay more attention to individual feelings and interactions between individuals to form the audience leading situation. Second, the structure of film promotion changed. Social media promote the structure of film promotion changed because of its unique attribute and the change spread from marketing to film creation, filming until distribution. Finally, the difference of film marketing effect. Film marketing generally put 80% of the investment on traditional media marketing and 20% on new media marketing investment, but the benefits are just the opposite.Chapter 4:This chapter is the innovation point and emphasis of the whole paper. The chapter analyzes the social effects of social media, discusses the excessive marketing phenomenon, and discusses the contradiction between film quality and film marketing through Xiao Han case. Analyze the causes and hazards of excessive marketing phenomenon, and focus on discussing the two peculiar phenomenon of domestic film marketing environment:unreasonable movie schedule arrangements and film marketing selling entertainment flooding.Chapter 5:The author tries to put forward the countermeasures of excessive film marketing issues, from improving the quality of the film, establishing a standardized marketing system, supervise film marketing platform, pay attention on the exploitation of film derivative products.