摘要伴随着互联网络的高速发展，网络逐步成为了电影营销的重要阵地。在众多网络传播平台中，微博理念的创新、用户规模的扩大、社会化功能加强的同时，其商业价值也逐渐凸显。48170

通过对大量电影微博营销案例的研究、相关文献资料的分析以及不同电影营销方式之间的比较，得出了电影微博营销的特点、模式、存在的问题以及解决的对策。首先，电影微博营销在提升电影品牌影响力以及培养电影受众忠诚度方面也起到了至关重要的作用；其次，在电影微博营销的发展和实践中，逐渐形成了微博病毒营销、微博互动营销、微博情感营销等模式；第三，作为一种全新的电影营销方式，由于主观和客观两方面条件的制约，在实际操作过程中，存在着微博营销意识薄弱、微博营销创新手段不足、微博营销过程存在认识误区等问题。

针对电影微博营销中出现的各种问题，应当先从树立电影微博营销战略理念出发，其次是加快电影微博营销的创新手段，加强对电影微博营销操作过程的控制，并且对微博及其他网络营销平台进行有效的整合，从而实现电影微博营销价值的最大化。

毕业论文关键字：电影 微博 微博营销模式

Abstract

Along with the high-speed development of the Internet network, the network gradually become the important front for the movie marketing. In many network transmission platform, weibo idea innovation, the expansion of the user, the social function of the reinforced at the same time, also gradually highlights its commercial value.

Based on a lot of movie weibo marketing case studies, literature analysis and comparison between different film marketing methods, using the SWOT analytic method the film weibo marketing characteristics, patterns, existing problems and solving countermeasures. First of all, the film weibo marketing in promoting the brand influence, and cultivate the movie audience loyalty has also played a vital role; Secondly, in the film the microblogging marketing development and practice, gradually formed a weibo viral marketing, interactive marketing microblogging, microblogging emotional marketing mode; Third, as a new way of movie marketing, due to the restriction of the two aspects of subjective and objective conditions, in the process of actual operation, there exists a weibo marketing consciousness is weak, the microblogging marketing innovation means insufficiency, the microblogging marketing process some problems such as misunderstanding.

According to various appearing in the film the microblogging marketing problem, should from set up the first movie weibo marketing strategy concept, and the second is to speed up the movie weibo marketing innovative means, strengthen the control of film weibo marketing operation process, and on weibo and other network marketing platform for effective integration, so as to realize the movie weibo marketing value maximization.

Key words: film  weibo  microblog marketing model

 目录 2

摘要 5

Abstract 5

第一章 绪论 7

1.1选题背景与研究意义 7

1.1.1选题背景 7

1.1.2选题意义 7

1.2国内国外研究现状 8

1.2.1 国外研究现状 8

1.2.2国内研究现状 8

1.3研究的内容和方法 9

1.3.1 研究的内容 电影的微博营销模式研究+SWOT分析:http://www.751com.cn/guanli/lunwen_50550.html