电影微博营销方式研究外文翻译资料

电影微博营销方式研究

Yuming Fan

1.舆论领袖营销

由于微博传播层级仍然存在， 舆论领袖仍然是广大微博使用者关注的主要对象。在电影微博营销中， 参与电影拍摄的导演、 演员、 制片人等公众人物承担着舆论领袖的责任， 其

言行潜移默化地影响着 “粉丝” 的倾向。例如 《将爱情进行到底》 中的徐静蕾就充分发挥了舆论领袖营销的作用。在电影拍摄及上映阶段， 徐静蕾通过微博发布电影信息、 拍摄花絮等内容， 发布的信息呈几何传播对数以千万的粉丝产生了影响， 吸引大家走入影院观看。

2.话题营销

清华大学影视传播专业的尹鸿教授曾说道：“电影不仅是制作出来的， 也是营销出来的， 在某种意义上，营销甚至比制作还要重要，营销学所谓的 AIDA理念， 也成为电影营销的策略选择。” AIDA 是四个英文单词的首字母： A 为 Attention即引起注意； I为 Interest 即诱发兴趣； D 为 Desire 即刺激欲望； 最后一个字母 A为 Action 即促成购买。在营销学上的含义是： 一个成功的广告信息或销售人员必须把客户的注意力吸引或转移到所销售的产品上，使客户对其产品产生兴趣，并促成客户做出购买行动。电影营销的 AIDA就是让消费者关注影片， 并产生观看的兴趣， 最后完成对影片和其衍生品的消费。 [1] 话题制造是实现 AIDA最好的方式， 对于片方来说有话题要抓住话题， 没有话题要制造话题。 以 《失恋 33 天》 为例， 其选择 “光棍节” 谈论失恋作为营销话题。从 2010 年开

始， 在中国电商的积极推广之下， “光棍节” 变成现在青年人积极热衷参与的时尚节日， 《失恋 33 天》 以此为契机， 通过新浪官方微博与年轻网民们展开了一场关于失恋话题的讨论。失恋与恋爱一样是一个永恒的话题， 每个年轻人都可能会遭遇到失恋的打击。 在 《失恋 33 天》 营销者的精心策划之下， 在极短时间内，微博上展开了一场关于失恋话题的热烈讨论，网友们纷纷加入到失恋话题的讨论中， 创作出了 “爱， 就疯狂； 不爱， 就坚强” ， “失恋并不是一件坏事， 它可能是你下一个幸福的开始” 等经典话语。 [2]

3.平台合作营销

平台合作营销是指使用其它的媒介配合微博营销， 既包括传统媒介也包括网络媒介。微博的一个核心特点是微小，一次只能发表 140 个字， 这不利于信息的深入传播。在使用的时候与其它媒介相结合营销效果将更好。以 《失恋 33 天》为例， 微博与博客平台互通。博客信息量大， 内容丰富， 微博速度快， 互动强， 两者结合使用， 做到了动静结合， 提升了电影知名度。除此以外， 《失恋 33 天》 不仅仅通过微博营销， 还注意线上线下同时展开宣传， 例如参加湖南卫视 《快乐大本电影营》 时， 将节目内容直播到微博上， 形成了电视节目与微博实

时互动。

4.活动营销

活动营销是指利用微博展开与受众互动的活动， 以达到吸引受众注意力， 调动受众观影热情的目的。活动营销建立在微博传播互动性强、 参与性强的特征上， 参与人数众多， 参

与积极性高， 这是任何一个其它媒介都无法达到的。开展一些活动调动粉丝的积极性， 制造议论话题。 《亲密敌人》 在拍摄期间， 徐静蕾通过微博发起 “微博求助” 活动， 在网友中征集 100 名群众演员。出乎意料的是， 求助活动获得了广大粉丝的积极响应， 活动第一天就收到了 7000 封粉丝的邮件， 要求参加拍摄。不仅如此， “微博求助” 在用户中广泛转发评论，转发与评论量高达一万多条。

5.口碑营销

微博人人能发言的传播特征保证了电影观众影评的自由， 好的电影口碑对票房的增长作用明显。以姜文导演的 《让子弹飞》 为例， 微博成为片方进行口碑营销的平台， 喜爱此部

电影的观众纷纷通过微博表达自己的观影感受， 或是称其为“憋尿之作” ， 或是恶搞它的台词和情节， 或是自制视频向姜文致敬， 《让子弹飞》 在短时间内成为热点讨论话题， 吸引了更多的观众走入电影院观看。又如， 香港导演彭浩翔的作品《志明与春娇》 ， 2010 年 3 月底上映之初票房不理想， 后来由于观影之后影迷通过微博发表了大量影评， 好口碑得以在微博广泛传播开来，4 月份出人意料地上演票房逆转。

外文文献出处：Library Hi Tech

附外文文献原文

Film microblogging marketing research

Film microblogging marketing

1. Opinion leaders Marketing

Because microblogging spread levels still exist, opinion leaders are still the main target of the majority of microblogging users attention. In the movie microblogging marketing, the involvement of filming the director, actors, filmmakers and other public figures to assume the responsibility of opinion leaders, and its

Words and deeds should influence 'fans' tendencies. Such as 'love to be in the end,' the Xu Jinglei on opinion leaders give full play to the role of marketing. In filming and release phases, Xu release information through the microblogging movies, film footage and other content, information published exponentially spread to tens of millions of fans have had an impact, to attract people into the theater to watch.

2. The topic of marketing

Tsinghua professional video spread Professor Yin Hong has said: 'Film is not only produced, but also the marketing out, in a sense, even more important than marketing, production, marketing called AIDA concept, but also a movie marketing strategic choice 'AIDA is the first letter of the four English words:. A for Attention that attention; I was that evoked interest Interest; D for Desire that stimulate desire; the last letter A for Action that led to the purchase. Meaning in marketing is: a successful advertising or sales personnel must attract the attention of the customer on the sales of products or transferred to, so that customers interested in their products, and to help the customers to make purchases. AIDA movie marketing is to make consumers concerned about the movie, and generate interest in watching the final completion of the film and its derivatives consumption. [1] The topic is to achieve the best way to manufacture AIDA, there is the topic for the film side, it must seize the topic, no topic should create topics. In 'High Fidelity 33 days' for example, the choice of 'Singles' as a marketing topic to talk about romance. From 2010 to open

Beginning, under the Chinese electricity provider actively promote, 'Singles' into now keen to participate actively young fashion festival, 'lovelorn 33 days' as an opportunity, through the official Sina Weibo young netizens launched a field discussion on the topic of romance. Like romance and love is an eternal topic, young people are likely to encounter every lovelorn blow. Under the 'lovelorn 33 days,' marketers carefully planned, in a very short period of time, the microblogging started a lively discussion on the topic of romance, users who have added to the romance of the discussion topic, created a 'love on madness; not love, it is strong, '' romance is not a bad thing, it may be that you start the next happy 'and other classic words.

3. Co-Marketing Platform

Co-marketing platform refers to the use of other media with the microblogging marketing, including both traditional media including online media. A central feature of microblogging is small, one can only publish 140 characters, which is not conducive to the further dissemination of information. When used in a combination with other media marketing results will be better. In 'High Fidelity 33 days' for example, microblogging and blog platform interoperability. Blog informative, content-rich, microblogging fast, interactive and strong, a combination of both, so that the movement combine to enhance the visibility of the movie. In addition, 'lovelorn 33 days,' not only through the microblogging marketing, but also pay attention to online and offline publicity at the same time, for example participating in Hunan TV 'Happy Camp Big Movie' will be broadcast live on the microblogging content to form a TV program and microblogging real

When the interaction.

4. Event Marketing

Event marketing is the use microblogging to interact with the audiences activities in order to attract the attention of the audience, to mobilize the enthu

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外文文献出处：Library Hi Tech

附外文文献原文

Film microblogging marketing research

Film microblogging marketing

1. Opinion leaders Marketing

Because microblogging spread levels still exist, opinion leaders are still the main target of the majority of microblogging users attention. In the movie microblogging marketing, the involvement of filming the director, actors, filmmakers and other public figures to assume the responsibility of opinion leaders, and its

Words and deeds should influence 'fans' tendencies. Such as 'love to be in the end,' the Xu Jinglei on opinion leaders give full play to the role of marketing. In filming and release phases, Xu release information through the microblogging movies, film footage and other content, information published exponentially spread to tens of millions of fans have had an impact, to attract people into the theater to watch.

2. The topic of marketing

Tsinghua professional video spread Professor Yin Hong has said: 'Film is not only produced, but also the marketing out, in a sense, even more important than marketing, production, marketing called AIDA concept, but also a movie marketing strategic choice 'AIDA is the first letter of the four English words:. A for Attention that attention; I was that evoked interest Interest; D for Desire that stimulate desire; the last letter A for Action that led to the purchase. Meaning in marketing is: a successful advertising or sales personnel must attract the attention of the customer on the sales of products or transferred to, so that customers interested in their products, and to help the customers to make purchases. AIDA movie marketing is to make consumers concerned about the movie, and generate interest in watching the final completion of the film and its derivatives consumption. [1] The topic is to achieve the best way to manufacture AIDA, there is the topic for the film side, it must seize the topic, no topic should create topics. In 'High Fidelity 33 days' for example, the choice of 'Singles' as a marketing topic to talk about romance. From 2010 to open

Beginning, under the Chinese electricity provider actively promote, 'Singles' into now keen to participate actively young fashion festival, 'lovelorn 33 days' as an opportunity, through the official Sina Weibo young netizens launched a field discussion on the topic of romance. Like romance and love is an eternal topic, young people are likely to encounter every lovelorn blow. Under the 'lovelorn 33 days,' marketers carefully planned, in a very short period of time, the microblogging started a lively discussion on the topic of romance, users who have added to the romance of the discussion topic, created a 'love on madness; not love, it is strong, '' romance is not a bad thing, it may be that you start the next happy 'and other classic words.

3. Co-Marketing Platform

Co-marketing platform refers to the use of other media with the microblogging marketing, including both traditional media including online media. A central feature of microblogging is small, one can only publish 140 characters, which is not conducive to the further dissemination of information. When used in a combination with other media marketing results will be better. In 'High Fidelity 33 days' for example, microblogging and blog platform interoperability. Blog informative, content-rich, microblogging fast, interactive and strong, a combination of both, so that the movement combine to enhance the visibility of the movie. In addition, 'lovelorn 33 days,' not only through the microblogging marketing, but also pay attention to online and offline publicity at the same time, for example participating in Hunan TV 'Happy Camp Big Movie' will be broadcast live on the microblogging content to form a TV program and microblogging real

When the interaction.

4. Event Marketing

Event marketing is the use microblogging to interact with the audiences activities in order to attract the attention of the audience, to mobilize the enthusiasm of the audience viewing purposes. Marketing activities based on the spread of micro-Bo interactive, participatory and strong features, numerous attendance, participation

And motivated, which is any one of the other media can not be achieved. A number of activities to mobilize the enthusiasm of the fans, manufacture discussion topic. 'Intimate enemies' during filming, Xu launched 'microblogging help' activities through micro-Bo, collecting 100 extras in the netizen. Surprisingly, the event was a positive response to help the majority of fans, activity on the first day of 7000 received fan mail, asked to participate in the shooting. Moreover, the 'microblogging help' in a wide range of users to forward comments, forwarded with comments amount of up to ten thousand pieces.

5. Word of mouth marketing

Microblogging everyone can speak freely to ensure the propagation characteristics of moviegoers critics, the growth of the role of a good movie box office reputation significantly. 'Let the bullets fly,' for example, became the film side microblogging platform for word of mouth marketing director Jiang Wen, love this ministry

Movie audiences have expressed through the microblogging own viewing experience, or referred to as 'holding back work', or spoof it and plot lines, or homemade video tribute to Jiang, 'Let the bullets fly,' in short has become a hot topic of discussion within the time, attracted more viewers into the cinema to watch. Again, Hong Kong director Pang Ho-cheungs work, 'Puff,' released at the beginning of the end of March 2010 at the box office is not ideal, and later because of the fans after viewing through the microblogging published numerous critics, good word of mouth to spread far and wide in the micro-Bo , April unexpectedly reversed staged at the box office.

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