Research On Marketing Strategies Of Domestic Films In The Context Of New Media

The rise of new media has ushered in the digital age for the Internet.The bidirectional,rapidity and universality of information transmission has made the new media take the lead in the overwhelming victory to replace the traditional media's role in the marketing communication of domestic films.It depends on the prosperity and development of the film market in China and the formation of spectator habits,and the successful cases of the new media film marketing are everywhere.But as a media product with shorter life cycle,how to stand out in the competitive movie market is a problem that Chinese film marketing must face.With the upgrading of Internet technology,social media represented by Sina weibo has become the primary choice for people to get movie information.It has also become the main platform for movie teams to interact with audiences and carry out marketing activities.With the development of live platform and short video platform and the rapid expansion of user scale,micro-blog's marketing has become a new weapon of movie marketing.It has also become one of the marketing directions that Chinese scholars are competing for now.Domestic movie box office champion "wolf 2" by professional marketing team operation to reverse the previous box office is not optimistic about the situation,to win Chinese mainstream audiences at the box office support,become a phenomenal domestic commercial film."Predecessor 3" as the champion of romance film box office,in the precise positioning based on the target audience through the short video marketing development of small and medium-sized city box office power,realize the small budget film counter attack,the two behind the new media marketing strategy has practical significance and important role in guiding the future development mode of domestic movie marketing.This paper selects the movie "Wolf Warriors 2" and "Predecessor 3",and two samples as a contrast analysis of the marketing strategy in contrast,agenda setting,opinion leaders and news dissemination theory and marketing theory as the basis,using case analysis method,content analysis method,literature research method and comparative analysis of new media marketing strategy for the two film research and analysis,based on the two high box office film made in the new media platform,micro-blog platform short video social platform marketing summed up the movie dissemination use to what specific application rules into these marketing mode,marketing mode and guidance for the future development of the domestic film new media marketing.