Word-of-mouth marketing of small and medium-sized cost movies in China

Citation

Zhao, Yuyang. (2017). Word-of-mouth marketing of small and medium-sized cost movies in China. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

In recent years, a series of small and medium-cost movies have emerged in Chinese domestic films. With excellent movie plots and quality, they have won recognition and praise from the audience. A good word-of-mouth effect has created a miracle at the box office one after another. Word-of-mouth communication has played a key role in the social impact of movie box office and movies. With the help of word-of-mouth marketing, small-to-medium-cost movies have gradually emerged. Movie marketers also continue to innovate word of mouth marketing. However, as the film industry’s long and tailed middle-and-low-cost movies, they have a large number and vary in quality. Word-of-mouth marketing has not been effectively used in these medium and small-cost films. Movie marketers have paid less attention to word-of-mouth marketing and lacked effective means, leading to problems in creativeness, interaction, and authenticity of middle-and-low-cost movie word-of-mouth marketing, thus falling into marketing difficulties.

Based on this, this article will use survey research method, case analysis method and literature analysis method, take Chinese medium and small-cost film as the research object, combine word-of-mouth marketing related theories, explore the word-of-mouth marketing of medium and small-cost movies, and conduct word-of-mouth marketing of domestic medium and small-cost movies. System analysis.

The first is the analysis of the unique characteristics and overall status quo of China’ s medium-to-small-cost movies. Small and medium-cost movies are faced with issues such as less support for the external environment, single types, and rough production; and then based on the status quot of word-of-mouth marketing of domestic small and medium-cost films, marketing from word-of-mouth. Implementer, channels, communicators, major strategies, word-of-mouth information, and word-of-mouth marketing effects analyze the current status of word-of-mouth in low-cost films, and conclude that there are under-marketing, over-marketing, and lack of marketing positioning in medium-small-cost movie word-of-mouth marketing. Lack of interactive means and lack of authenticity. For the development difficulties faced by middle-and-small cost movies and the problems in word-of-mouth marketing, combined with the audience’s movie information search and word-of-mouth communication behaviors, the production strategies, communication strategies, tracking and maintenance strategies of medium-small cost movie word-of-mouth marketing were proposed.

In the production strategy, the story power and characteristics of the small-to-medium cost movies themselves are the starting point for word-of-mouth marketing.Provide sufficient film information as a communication material, and capture the fan group as the key word-of-mouth marketing communicator; in the communication strategy: fully play the roles of opinion leaders and the first batch of audiences, key platforms break through key points, and create authentic and trustworthy word-of-mouth information. At the same time, by planning some network events, using schedules, lines, actors, and characters to set up online issues, the word of mouth will be detonated as much as possible. At the same time, rewards will be implemented based on the needs of the audience and the continuous dissemination of word of mouth will be promoted. In the tracking and maintenance strategy: establish an effective emergency response mechanism for word-of-mouth tracking and negative word-of-mouth warning mechanisms to handle negative word-of-mouth reviews reasonably and effectively, and at the same time, pay attention to the long-term effects of word-of-mouth marketing.

Keywords:  small and medium-cost movie, word of mouth marketing, movie marketing.

Word-of-mouth marketing of small and medium-sized cost movies in China

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand