Research On Wordofmouth Marketingof Small And Medium Cost Films

Have sprung up in recent years,domestic film a batch of small and medium-sized cost film,with the excellent film and quality,won the audience's recognition and praise,good public praise effect made a box office miracle after another.Word of mouth spread on the social impact of film and film the key role.With the aid of word of mouth marketing,small and medium-sized cost film rising.Movie marketing personnel and word of mouth marketing innovation in it.However,as the film industry of the long tail of small and medium-sized cost film,their quantity,quality is uneven,word of mouth marketing in these small and medium-sized cost film has not been effective use.Movie marketing staff not enough emphasis on word of mouth marketing,lack of effective means at the same time,lead to small and medium-sized cost film word-of-mouth marketing in such aspects as creative,interactive and authenticity of the existence question,thus marketing dilemma.Based on this,this article will use the survey method,case analysis and literature analysis,to small and medium-sized cost film as the research object,combined with the word of mouth marketing related theory,explore the word of mouth marketing of small and medium-sized cost film,word of mouth marketing of domestic small and medium-sized cost film system is analyzed.First is the cost for small and medium-sized film unique characteristics and the overall analysis of the situation,small and medium-sized cost film facing the external environment less support,single type and poorly made and so on;Then based on the current situation of the domestic small and medium-sized cost film of word of mouth marketing,from the perpetrators of word of mouth marketing,channel,communicators,the main strategy,word-of-mouth information and word of mouth marketing effect these aspects analyses the present situation of small and medium-sized cost film of word of mouth,it is concluded that small and medium-sized cost film marketing insufficiency in word of mouth marketing,marketing is excessive,lack of marketing orientation,lack of interactive methods,the problem of shortage of authenticity.For the development of small and medium-sized cost film faced difficulties and problems in the word of mouth marketing,combining to the audience's movie information search and word-of-mouthbehavior,put forward the small and medium-sized cost film generated of word of mouth marketing strategy,communication strategy,track and maintain strategy.In the generated strategy,small and medium-sized cost film to create their own story and characteristic as the starting point of word of mouth marketing,to provide adequate films as information transmission,seize the fans as a key word of mouth marketing communicators;In communication strategies: give full play to the role of the opinion leaders and the audience,the key platform with breakthroughs made in key areas,make real credible word-of-mouth information,at the same time,through the planning network events,make use of the schedule,set up the network issues,such as lines,actors and characters,as far as possible to word of mouth,at the same time,based on audience needs to implement reward,promote the continuous spread of word of mouth.In the track and maintain strategy: establish an effective word-of-mouth tracking and negative word of mouth early warning mechanism,emergency plan,reasonable and effective to deal with the negative word of mouth,at the same time,pay attention to long-term effect of word of mouth marketing.