Research On The New Media Marketing Model Of Domestic Art Films

The rapid development of Internet has marked the fully arrival of the new media era.Nowadays,“Internet plus”is the new trend of social development,therefore,the cross combination of network and film industry is inevitable.At the era of new media where different media forms merge with each other,domestic art films has broken from its marketing dilemma by incorporating new media marketing method.Such methods provides domestic art films new approaches to enhance its publicity.This paper is focused on“Internet plus”background,based on mass communication,film studies and marketing.While applying Long tail theory,4C theory and 4I theory,this paper uses research method such as literature research,case studies and data analysis to resolve the dilemma of domestic art film marketing in new media.It also analyze the concurrent marketing status of imported art films,thus states the importance of new media marketing towards domestic art film industry.Secondly,by analyzing large number of case study,this paper thoroughly described domestic art film's new media marketing strategy,explored and summarized the domestic art film's new media marketing model.It also strives to provide a new media marketing model that can be borrowed and replicated for domestic art films in the future.In the mean time,during analyzing and summarizing the new media marketing model of domestic art films,this paper targeted common misconceptions that a certain amount of domestic art film and even low cost films had during applying new media marketing promotion model.It also attempted to provide corresponding solutions,and put forward the prospect of the development of domestic art film's new media marketing,thus trying to provide theoretical basis and practical reference for the new media marketing promotion of domestic art films in the future.Based on 4C marketing theory,4I theory,long tail theory,this paper summarize and induce four domestic art film's new media marketing model:social media platform marketing model,stream platform marketing model,online community marketing model.This paper focuses on the Internet age,taking domestic art films as research objects,explaining the marketing strategies of the above four new media marketing models one by one.Through the analysis of existing marketing cases,it comprehensively demonstrated the value of the above four new media marketing models for the promotion of domestic artfilms,trying its best to provide apply-able marketing model for domestic art films and domestic films' new media promotion.