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微博作为新兴媒体,其便捷的、广泛的、快速扩散的传播效果为两部优秀的国产动画电影《西游记之大圣归来》和《大鱼海棠》实现最大的传播效果和收益带来了机遇。《大圣归来》在粉丝的强势支持下创造了票房逆袭的神话,但《大鱼海棠》在口碑上的失利充分说明了靠作品说话的重要性。本文以《西游记之大圣归来》和《大鱼海棠》为研究主体,以官方微博发布的数据为调查对象,通过对两者的微博营销策略进行分析,探讨两者在票房及口碑产生差距的具体原因。
Microblogging as an emerging media, its convenient, extensive and rapid spread of the dissemination of the results of two excellent domestic animation movie “Return of the Journey to the West” and “Big Begonia” to achieve the greatest dissemination of results and benefits brought opportunity. “The Return of the Greats” created the myth of box office counterattacks with strong support from fans, but the word-of-mouth defeat of “Big Begonia” fully demonstrates the importance of speaking by works. This article takes “The Return of the Journey to the West” and “Big Begonia” as the main body of the study. The data released by the official Weibo are taken as the investigation objects. Through the analysis of the two Weibo marketing strategies, The specific reasons for the gap.