Research On Topic Marketing Strategy Of Chinese Movies In Social Media Environment By "Monkey King-Hero Is Back"

For the moment, the filmmakers and the issuer are paying more attention to network marketing based on varieties of social media. They take advantage of the popularity of social media in the context of "topics" to win a wider audience, expand visibility, recognition and influence of the film. "Monkey King——Hero is Back" by virtue of their own strength and positioning accuracy of the topic of marketing, become counter-attack made animated films a decade of phenomenal rare works. This article will take this as an example to research the topic of domestic film marketing strategy, which reveals the topic of marketing important implications for the domestic film industry.This paper is divided into four chapters, the first chapter reviews the research about movie marketing and movie topic marketing. The second chapter describes the rise of the topic marketing and analysis of the theoretical basis of the movie topic marketing. The third chapter researches topic marketing strategies in social media environment of "Monkey King——Hero is Back" in accordance with the three steps. And using the method of questionnaire to analysis topic of marketing communication effect from the perspective of audience. The results showed that movie topic marketing have a certain influence on the cognitive effects, attitude effects and behavioral effects. The fourth chapter lists a large number of instances. On this basis, combines the research of "Monkey King——Hero is Back" topic marketing strategies and put forward relevant suggestions of domestic movie topic marketing. It also according to the theory, combined with social media features, summed up the topic of domestic film marketing "5C" combination.