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电影企业以网络为载体,进行口碑营销,有利于成本控制,且传播效果极好。当前,我国网络口碑营销态势良好,但仍然暴露出一些问题和弊病,导致电影营销效果不佳。本文主要论述电影网络口碑营销特点,通过具体案例指出影片网络口碑营销的不足之处,提出具体营销策略,使电影企业市场发展前景更加广阔。
Film companies to the network as a carrier, word of mouth marketing, is conducive to cost control, and the dissemination of excellent results. At present, China’s Internet word-of-mouth marketing in good shape, but still exposed some problems and drawbacks, resulting in poor film marketing. This article mainly discusses the characteristics of the movie network word of mouth marketing, points out the shortcomings of the word-of-mouth marketing of the film network through specific cases, and proposes specific marketing strategies to make the film market more promising.