基于精神股东视角的中国电影娱乐营销研究——以《战狼2》为例

Research on Chinese Film Entertainment Marketing from the Perspective of Cinephile: A Case Study of " Wolf Warriors Ⅱ "

"互联网+"时代,娱乐营销的灵魂是话题。精神股东在精神上的认同性,拉近了电影本身和观影人之间的距离,形成了观影人主动关注和传播电影的情感基础——情感话题。精神股东通过自身人肉媒体频繁的社交行为将话题传播出去,从而增加了一个又一个情感股东,这些情感股东在情感认同后又通过各种传播媒介将话题分裂出更多的精神股东,同时释放出更多的话题,……这一过程反复持续,就产生了以几何倍数增长的传播效应和营销效果。

In the era of ＂Internet plus＂, the core of entertainment marketing is creating topic. The cinephiles have psychological agreement toward a same movie so that the active concern and propagate of this movie would appear, which can create the emotional topic. The cinephiles would spread the topic to others and then more and more cinephiles would join them, and more topics would be created at the same time. This is a continuous process, which can generate a multiplicative propagation effect and marketing effect.