《大鱼海棠》情怀营销效果及原因分析

Analysis of Big Fish Begonia's Emotional Marketing Results and Causes

2016年7月8日,《大鱼海棠》作为一部无明星非热门IP改编的动画电影,凭借标榜"梦想与责任"的情怀营销策略杀入强敌环伺的暑期档,并以5.65亿位列暑期票房排行榜第八位。但与高票房形成鲜明对比的是《大鱼海棠》观众口碑的急剧下降,除影片叙事本身存在的问题外,《大鱼海棠》情怀营销文本存在的不足、片方在映前采取的情怀营销策略构建起的影片期待与观众最后进入影院看到的影片内容之间难以填补的鸿沟,也进一步加剧了观众的不满和影片口碑的跌落。

On July 8 th,2016,Big Fish Begonia,as an animated movie without popular star and without popular IP,entered the Summer Holiday,and ranked the 8 th relying on its box office value of 565 million RMB. The reason for the success of this movie is its emotional marketing strategy adopted by the movie producers. But in contrast to the high box office is the sharp drop in audiences＇ reputation after the release of the film. In addition to the problems of film narratives,there is a shortage of Big Fish Begonia as an emotional marketing text. The gap between the expectation built by the film＇s emotional marketing strategy and the viewer＇s final access to the cinema＇s contents is difficult to fill,further exacerbating the audiences＇ dissatisfaction and the decline of the movie＇s reputation. This article hopes to use Big Fish Begonia as a research sample to reveal the basic laws of emotional marketing operations,and put forward some suggestions for the use of marketing strategies in current film promotion.