Study on Social Media Marketing of Chinese Film Based on AISAS Model——Taking TikTok as an Example

Abstract

With the advent of the Internet era, digital technology has been constantly updated, and social media such as TikTok, Weibo and Little Red Book have emerged, which have gradually developed rapidly in the field of marketing. In order to seek better development of the industry, Chinese films have started to explore and update marketing by using social media platforms. The main objectives of this study were: 1) To analyze the current situation of film marketing in China, 2)To explore the marketing strategies of Chinese films on social media based on AISAS Model.

This paper adopts a quantitative research method, took TikTok users in mainland China as the research object, focusing on Chinese movies and their marketing, and designing a questionnaire in combination with the five phases of the “AISAS model” and the characteristics of social media in marketing, which lasted for two months. 262 valid questionnaires were distributed and returned.

Through the research, it is found that: 1) The marketing cost of Chinese films is too high; Genre films cannot effectively and accurately target audiences; Limited market penetration; Low conversion rate of consumption intention and failing to adapt to the shortcomings of contemporary “socialized consumers” consumption habits; 2)Through the analysis, on the basis of the five stages of the “AISAS model”, combined with the advantages of social media marketing. Finally, the strategy is explored，the final choice was made : the use of TikTok platform to reduce marketing costs, accurate audience positioning, through good word-of-mouth marketing and topic marketing to increase penetration rates, improve the entrance to the flow of traffic, increase the rate of conversion of consumer willingness to establish a good interactive relationship with the consumers, and to obtain the consumer’s emotional identity.

This study is conducive to the comprehensive construction of the marketing model of Chinese films on the social media platform, which can be further explored and studied in the future. It has certain academic theoretical value for the theoretical construction of Chinese films in the field of social media marketing, and has guiding value for the practice in the field of film social media marketing.

Keywords: AISAS Model，Social media，Chinese film marketing，TikTok.

Study on Social Media Marketing of Chinese Film Based on AISAS Model——Taking TikTok as an Example

Master of Business Administration (International Program), Siam University, Bangkok, Thailand