A Study On The Communication Mechanism Of Domestic Films Word Of Mouth Marketing In Weibo

In the 21 st century, the Internet has become an important channel to promote its movies. Weibo has become a film marketing "new position", but also provides many marketing ideas. Today, the filmmakers want to get survival and development in the fierce market competition in the film, only the use of newspapers, magazines, radio, television and other traditional media publicity can not meet the needs of the audience, must rely on weibo to attract more audience attention to the film, thereby creating a higher box office value.July 10, 2015 release of "Monkey King: Hero Is Back" made a successful word of mouth marketing, the marketing make the movie a success. How does marketing communication? What factors can promote the spread to a wider range? How word of mouth marketing in order to better promote the Box Office? Whether the number of weibo, the more the higher the movie box office? Filmmakers during the weibo mouth marketing process, we need to pay attention to what? What kind of word of mouth communicators publish information on the weibo can get the maximum re-dissemination of results? What kind of films "word of mouth information" on the weibo more likely to cause further spread of the audience? These problems, lack of systematic verification of answers and examples.This paper attempts to conduct detailed comparative analysis through " Hero is back" weibo reputation data as well as the associated noise during the "King Returns" at the box office, the spread of different factors on the micro-blog information and then word of mouth spread, which will in the future weibo can be word of mouth marketing directly to the film works to provide practical guidance.