口碑文化视阈下国产文艺片的营销探思

Marketing Thoughts on Domestic Literary Films from the Perspective of Word-of-Mouth Culture

在中国竞争激烈的电影市场,因为演员阵容、叙事风格和营销力度的影响,国产文艺片的票房差距悬殊、总体票房业绩不理想。口碑文化视阈下,运用口碑发酵、情感认同、消费者涉入和主体间联动协作等策略,可以使观众更好地接受和欣赏国产文艺片,进而达成电影物质消费与精神滋养的双重目标;也有助于国产文艺片建立良性的艺术期待视野,进入制作、营销与消费的良性循环,促进整体电影市场的繁荣。

in China’s highly competitive film market, the box office gap of domestic literary films is wide and the overall box office performance is not ideal due to the influence of cast, narrative style and marketing efforts. From the perspective of word-ofmouth culture, using the strategies of word-of-mouth fermentation, emotional identity, consumer involvement and inter-subject linkage and cooperation can make the audience better accept and appreciate the domestic literary films, so as to achieve the dual goals of material consumption and spiritual nourishment. It also helps domestic literary films to establish a benign vision of artistic expectations, enter a virtuous cycle of production, marketing and consumption, and promote the prosperity of the overall film market.