Research on Film Short Video Marketing Strategy from the Perspective of the New Marketing Theory of 4C

Abstract

Short video is a new symbol of information dissemination in the era of mobile Internet. The rapid development of mobile Internet is changing people’s lives but also changed the traditional marketing model In the process of the development of the mobile Internet, it catered to the present audience fragmentation reading habits, make the participatory culture fans interaction in the process of movie marketing. Nowadays, the short video led by TikTok has become the standard distribution of film marketing in China, and the content and form are constantly innovative. Based on the New 4C Marketing theory, this paper starts with the special attributes and marketing strategies of short video in combination with China's national conditions and specific cases, and analyzes and explores this short video marketing model. It then obtains the reasons and strategies for the good effect of short video in China at present.