A Study of Domestic Movies Marketing Strategies Based on the Big Data of the Films Microblog

DOI

10.2991/febm-19.2019.44How to use a DOI?

Keywords

big data; domestic film; microblog marketing; factor analysis; analytic hierarchy process

Abstract

With the development of our country's economic construction and the change of residents' consumption concept, the film market is getting more and more people's attention, and the industry competition is becoming more and more fierce. In the fierce competitive environment, the traditional marketing model has been left behind, the Chinese film is in urgent need of new marketing mode. In recent years, a lot of domestic films have achieved a substantial increase in the box office by microblog marketing, which makes people pay attention to the important position of microblog in the movie marketing. Study on the marketing strategy of microblog has an important reference value for improving the efficiency of film industry. Based on the collected sample data from Sina Weibo long-term practice, this paper constructs the factor analysis model and the hierarchical selection model of the domestic film microblog marketing, and according to different movie propaganda stage matching different strategies model Starting from the background of big data era. Finally, this paper verifies the rationality of these models through the example, in order to provide some theoretical reference and recommendations for the domestic film microblog marketing.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jin Zeng
AU  - Shaoyuan Guo
AU  - Fangrong Qi
AU  - Xiang Xiao
AU  - Mengru Shen
AU  - Lifen Yun
PY  - 2019/12
DA  - 2019/12
TI  - A Study of Domestic Movies Marketing Strategies Based on the Big Data of the Films Microblog
BT  - Proceedings of the Fourth International Conference on Economic and Business Management (FEBM 2019)
PB  - Atlantis Press
SP  - 175
EP  - 178
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-19.2019.44
DO  - 10.2991/febm-19.2019.44
ID  - Zeng2019/12
ER  -