Research On The Marketing Communication Problems And Countermeasures Of Domestic Films Based On Social Media

In 2002,the Chinese movie "hero" in the year 250 million yuan at the box office record,the first to TV advertisements,zero premiere,cross-border propaganda marketing model into the film market,then reveal the prelude of Chinese movie marketing.In the past two years,"slow growth","cold winter" and "downturn" have become the new labels of China's film market.After the film height back in 2016,under pressure stalls started again in 2017,according to the state general administration of press and publication,radio and television bureau,data released on December 31,2017,2017 national movie box office total is 55.911 billion yuan,up 13.45% from a year earlier.Due to the rapid development of social media,it is at the forefront of the field of film marketing communication,and new marketing communication methods and ideas are born almost every day.Although Chinese filmmakers have discovered the great value of social media for the marketing of films,the marketing communication means are constantly evolving.However,there are still many problems in the communication of social media marketing.At present there are still quite part of filmmakers use social media deliberately stunt or counterfeit false reputation means to impress the users attention,enthusiasm for domestic films and film market benign development has brought serious influence.Come into effect on March 1,2017,the film industry of the People's Republic of China law further specification film industry in China,also on domestic film through the social media marketing communication put forward higher requirements.It is of great significance for the whole Chinese film industry to face up to the problems existing in Chinese commercial film marketing and to explore feasible countermeasures.This paper is divided into three chapters.The introduction mainly elaborates the purpose and significance of this paper,and summarizes the research status and results of the marketing and communication of social media.In the first chapter,the author gives an overview of the marketing communication of Chinese film social media.Firstly,the communication characteristics and new trend of social media are summarized,and its convenience,communication and connectivity are summarized.Secondly,from the perspective of the development of media technology,the generation and development of social media marketing communication are sorted out.The second chapter is the focus of this paper innovation points and,the author from the perspective of marketing communication,combined with the typical film marketing communication cases nearly three years,selected the film of the most commonly used in social media marketingcommunication to the three kinds of methods,namely,word of mouth marketing spread,topic marketing communication and marketing communication fans as the research object,on the basis of analyzing the characteristic of the various means of marketing communication,summarize the problems existing in the social media marketing communication media.In the third chapter,the author from two perspective film film market and marketers of social media marketing communication the cause of the problems,and puts forward corresponding countermeasures,such as specification film market order,strengthen the public opinion guidance,strengthen the training of marketing talents,establish brand awareness,etc.