网络口碑与新世代观影体验探究

A Research on Internet WOM and the New Generation's Viewing Experience

从网络口碑的形成过程入手,分析2015年国产小成本电影《港囧》和《夏洛特烦恼》的票房表现以及口碑营销的代表作《西游记之大圣归来》可以看到,作为新世代的青年群体受到网络口碑的显著影响。一方面他们是网络口碑的生产者和传播者,另一方面网络口碑也成为票房成败的利器,成为建构受众的观影选择与观影体验的关键因素。

From the formation process of the Internet WOM,this paper analyzes the box-office performance of the domestic small cost of films,such as,Lost in Hong Kong and The Sorrows of Charlotte and the representative of the WOM marketing-Monkey king:Hero is Back.It can be seen that the young groups of the new generation are significantly influenced by WOM.On the one hand,they are producers and disseminators of WOM.On the other hand,WOM has become a powerful tool for the success or failure of the box office,and a key factor in the construction of the audience selection and viewing experience.