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基于4C理论的电影口碑营销策略 被引量:6

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摘要 随着电影产业化和市场化更加深入地发展,"营销大于影片"的理念在中国电影市场愈发重要。最近几年,在众多电影营销手段中,口碑营销彰显出其独特力量。今年年初,《阿凡达》上映"爆棚"甚至出现一票难求的现象,对此,口碑传播的推动作用不容抹杀:许多人都是因亲朋好友的介绍和推荐才去影院观赏这部影片,开心网、人人网等社交网站上有关《阿凡达》的信息数量更是以几何级增长。
作者 翁翩
出处 《青年记者》 2010年第4Z期62-63,共2页 Youth Journalist
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