A Study On Social Media Marketing And Communication Of Wolf Warriors Series Films

This paper takes the social media marketing communication as the starting point,selects the Wolf warrior series of films as the case,and uses the literature analysis method,case analysis method,comparative analysis method and content analysis method to study and analyze the social media marketing communication strategy of the Wolf warrior series of films.Through the analysis of the marketing communication path of the film,it can be seen that this series of films mainly take topic marketing communication and word-of-mouth marketing communication as the main marketing communication strategy,and sina weibo as the main platform of marketing communication.This article through to the battle Wolf "film series in weibo,WeChat,movie ticket website as well as the movie website related data collection and sorting,analysis of the film in the topic of marketing communication topic selection and the way of marketing communication,the most influential of the film's official weibo microblogging forwarding and influence were analyzed,and hierarchy that microblogging opinion leaders in guiding role in the process of Internet discussion topics.By analyzing the process of topic marketing communication and word-of-mouth marketing communication on the social media platform of Wolf warrior series films,the social media marketing characteristics of Wolf warrior series films are summarized.Relying on the patriotic feelings of the audience,the film actively spreads the word of mouth of the film,takes advantage of hot social events and critical time nodes to promote the heat of topic discussion in the process of publicity,and timely maintains the image of the film with the help of the media.Through the research on the marketing and communication process of films,it is found that there are still many problems in the marketing and communication strategy of social media for Wolf warrior series films.The main performance is that in the process of marketing communication,the official microblog is only used as the export of information publicity and lacks interaction with users.Single marketing channels,sina weibo as the main position of official propaganda,the lack of other social mediaplatform use;Overhyped entertainment topics and the constant spread of actors' entertainment gossip topics have led to the rebellious psychology of the audience,as well as the insufficient development of overseas markets.Only overseas Chinese have been able to promote films and lack the use of foreign social media platforms.In order to make "Wolf warrior" series movies have better performance in the future film works,this paper puts forward some Suggestions for the problems found.First,we should make full use of the interactive and participatory features of social media to actively interact with users and maintain the relationship with fans.Secondly,improve the publicity channels of other social media platforms and adopt the way of multi-platform joint marketing.Then,in the selection of topics,most of them start from the film itself,create creative topics related to the film,conduct positive topic guidance.Finally,attach importance to the use of overseas social media platforms to enhance the overseas competitiveness of the film.