社交媒体环境下国产动画电影营销策略—以《哪吒之魔童降世》为例 Marketing strategy of domestic animated film under Social Media Environment—take 《 NE ZHA: I AM THE DESTINY 》 for example 内容摘要□□近几年，随着互联网技术的不断发展，社交媒体成为一种不可忽视的传播途径和营销媒介，越来越受到各大行业的关注与重视，许多电影制作方和发行方通过社交媒体平台来制造话题，抓住受众心理对电影进行营销推广，从而提高电影的知名度。其中，2019 年暑假档的一部国产动画电影《哪吒之魔童降世》，以超 50 亿的票房成为国产动画电影的一匹“黑马”，打破长久以来国民对国产动画片的认识，在上映期间获得绝对的好评，被誉为“国漫之光”，让我们对中国的动画电影有了一个新的认知和憧憬，让国产动画电影未来如何发展的问题受到前所未有的关注。本篇文章将通过对国产动画电影的发展研究，以《哪吒之魔童降世》为例，相比之传统的电影营销策略，在当今社交媒体环境下，如何通过各种营销策略来推动国产动画电影的发展。□□关键词：国产动画电影 营销策略 社交媒体 Abstract In recent years, with the continuous development of Internet technology, social media has become a kind of communication and marketing media that can not be ignored, more and more attention has been paid by various industries. Many film producers and distributors create topics through social media platform, seize the audience's psychology and carry out marketing promotion of films, so as to improve the popularity of films. Among them, a domestic animated film "the devil child of Nezha" came to the world in the summer vacation of 2019 has become a "black horse" of domestic animated films with a box office of more than 5 billion yuan, breaking the long-standing national understanding of domestic animated films, and won absolute praise during the release, known as "the light of national diffuse", which gives us a new understanding and vision of Chinese animated films, and makes the country How to deve...
