Research Of China's Film SoLoMo Marketing Mode

With the rapid growth of the China's film market in recent years,the scale of the China's movie marketing market has grown to several billions,and the market has also experienced three stages from the media to the audience and finally to the movie itself.At present,there are two main marketing modes in China's film marketing market:events marketing and crossover marketing.Although at a certain stage,these two marketing modes have brought positive effects on the China's film marketing market,there are certain issues in these two strategies,such as risk,uncertainty and insufficient of cooperation depth.In the rapidly evolving mobile Internet era,the innovative SoLoMo mode applied to the field of film marketing can solve the current problems.This article established a new SoLoMo marketing mode that takes socialization as the core,mobile as the tool,and localization as the added value by splitting,deconstructing,and reorganizing the original SoLoMo marketing mode framework.The mode is applied to the field of films marketing and builds the China's film SoLoMo marketing mode to solve the problems existing in the current marketing market.The China's film SoLoMo marketing mode sets out from the movie audience and the catalyst scene to build a closed-loop marketing process consisting of five stages of audience positioning,precise reach,effective interaction,sales conversion,and data collection.Also,this mode integrates marketing channels,contents,tools and core concepts in order to establish a marketing strategy structure that focuses on interactive entertainment marketing,cross-selling mobile social marketing,interactive on-site marketing,and scene-based marketing.Finally,by summarizing and analyzing the marketing strategies of the two films "Sewing Machine Band" and "Black Panther",it proves the scientific nature of the SoLoMo marketing mode and the integrity of this marketing strategy structure.