Research On The Microblog Marketing Strategy Of Domestic Film In Big Data Era

With the development of our country’s economic construction and the change of residents’ consumption concept, the film market is getting more and more people’s attention, and the industry competition is becoming more and more fierce.In the fierce competitive environment, the traditional marketing model has been left behind, the Chinese film is in urgent need of new marketing mode. In recent years, a lot of domestic films have achieved a substantial increase in the box office by microblog marketing, which makes people pay attention to the important position of microblog in the movie marketing. Study on the marketing strategy of microblog has an important reference value for improving the efficiency of film industry. Based on the collected sample data from Sina Weibo long-term practice, this paper constructs the factor analysis model and the hierarchical selection model of the domestic film microblog marketing, and according to different movie propaganda stage matching different strategies model Starting from the background of big data era. Finally, this paper verifies the rationality of these models through the example, in order to provide some theoretical reference and recommendations for the domestic film microblog marketing. The specific work of this paper is as follows:Firstly, starting from the domestic and foreign film industry development status, researched the characteristics and marketing methods of traditional film marketing model. Through the analysis of the existing problems of traditional film marketing model in the new era, it is pointed out that the new micro-blog movie marketing model can better solve these problems and help the film to achieve efficiency and cost savings. Secondly, based on the analysis of microblog marketing features and audience attributes, build the factor analysis model of domestic film micro-blog marketing. Through the analysis of a large number of domestic film samples to get the effect of the main factors, as a basis for the development of a reasonable marketing strategy of domestic film microblog.Afterwards, according to the questionnaire data statistics from expert evaluation method, we established the hierarchical selection model to study the strategy selection in different stages of the movie. At the early, middle and late stage of the film, the different strategies are summarized, to the aim of providing reference for the strategy selection in different period.Finally, with ’The Continent’ and ’The left ear’ as the object of study, this paper compared their microblog marketing effect and microblog content characteristics, and analyzed the microblog marketing strategy choice of’The Continent’in different promotional period according to the hierarchical selection model.This paper aims to support the marketing practice of domestic film with systematic and scientific film microblog marketing strategy, through the establishment of the factor analysis model and the hierarchical selection model of the domestic film microblog marketing to provide reference for the strategy selection in different period, and by the microblog marketing data of’The Continent’and’The Left Ear’validates the feasibility and rationality of the model. The results show that the study is feasible and reasonable and it can achieve the purpose to provide theoretical reference for the domestic movie microblog marketing.