Research On The Relationship Between Domestic Film Online Word-of-Mouth And Box Office In 2017

In 2017,Chinese films won 55.9 billion yuan at the box office,and word-of-mouth hit Wolf Warriors 2 led domestic films with more than 5 billion yuan at the box office.In addition,Operation Mekong、Youth and other films because of word-of-mouth driven by the box office counter attack,and Guilty of Mind、To the Sky Kingdom such IP movies have been failed in box office because of their bad quality,the phenomenon shows the importance of word-of-mouth.This paper takes 2017 domestic films as the research sample,analyzes whether word-of-mouth lead the box office or not,and explores the relationship between domestic films online word-of-mouth(E-WOM)and box office.This article has four chapters.Firstly,through the research of literature at home and abroad,this paper studies the relationship between online word of mouth and box office from three dimensions: E-WOM quantity,E-WOM valence and Heat index.The first chapter combs the status quo of Chinese film E-WOM,found that although Chinese film E-WOM has the characteristics of openness and interactivity,but there are still many problems such as network water army,discourse violence and so on.In the second chapter,100 domestic films released in mainland China in 2017 are selected as research samples,and E-WOM data are selected from Baidu Index,Weibo Index,Douban Film,Mtime,Maoyan Film and Taobao Film.In chapter three,this paper analyzes the box office samples and E-WOM samples by statistical analysis and text analysis,and draw the following conclusions: Heat index and E-WOM quantity are positively correlated with box office;E-WOM valence and box office don’t positive correlation;The E-WOM data from online ticketing platform are more valuable than the data from film websites.The fourth chapter based on the research conclusions,combined with specific E-WOM marketing examples,put forward E-WOM marketing suggestions.