Research On The Marketing Tools Of New Meida For Film

The birth and development of new media constantly create new marketing methods,which also reshapes the connotation of the traditional marketing ranging from its form and content to concept and thinking,reconstructing its original marketing mode.As a new form of media,WeChat has been developing rapidly since it was born in 2012.The film industry itself is the one that closely integrated with the new media industry sectors.In recent years,many film companies have started trying to use WeChat public marketing,especially cinema WeChat public account.In this thesis,I want to conclude existing problems and put forward my suggestions for cinema Wechat public account by analyzing the advantage of which brings compared with the impact of film production companies and cinemas through calculating WCI(WeChat Communication Index)from actual investigation.Meanwhile,I will also have case analysis for Wechat official accounts which have higher WCI,and find out its reference value.The thesis includes the introduction and conclusion altogether six parts.The first chapter mainly describes the research background for film Wechat public account marketing at present and gives a introduction of current research status at home and broad,and also puts forward the major target and thought that should be studied in the thesis.The second chapter introduces new media marketing channels of film and the characteristics of film Wechat public account marketing as well as its advantages.It also discusses the unique status of cinema Wechat public account compared with other types of film public accounts.The third chapter mainly focuses on empirical research,which calculates each Wechat WCI of public account through Wechat reading and praising rate and such indexes in 2016 from cinema public accounts,film production public accounts,Cinema public accounts and film public accounts.As for each text content of public account,this chapter analyzes the relations between other types of public accounts and cinema public accounts.The fourth chapter states the existing problems and reasons of film Wechat public account marketing through previous research including not setting up public account,account number confusion,unreasonable tweets pushing time and frequency,rough tweet contents,deficient feedback,low percent conversion effect,insufficient developing depth and scope,too obvious marketing intention,inadequate propoganda.The fifth chapter concentrates on bringing forward proposals on the basis of the emerging problems in the fourth chapter,and then selects those involved Wechat public accounts that have higher WCI to do case analysis for reference.The sixth chapter summarizes the research deficiency,and puts forward the outlook for the further research in the future.