Research on Word-of-mouth Marketing of Fantastic Beasts & Where to Find Them  

作　　者：王颖 

机构地区：[1]江苏师范大学外国语学院

出　　处：《校园英语》2018年第3期246-247,共2页English On Campus

摘　　要：Since Fantastic Beasts&Where to Find Them was released in mainland on November 25,the box office has been on a increase.The myth of its box office lies in the consumer-oriented marketing strategy.The research takes Robert Lauterborn’s marketing theory of 4C as the basis and explores the procedures of the film to show merits of word-of-mouth marketing.Based on this research,several suggestions are offered to Chinese film industries.Since Fantastic Beasts & Where to Find Them was released in mainland on November 25,the box office has been on a increase. The myth of its box office lies in the consumer-oriented marketing strategy. The research takes Robert Lauterborn’s marketing theory of 4 C as the basis and explores the procedures of the film to show merits of word-of-mouth marketing. Based on this research,several suggestions are offered to Chinese film industries.

关 键 词：4C theory WORD-OF-MOUTH MARKETING strategy Chinese film industry 

分 类 号：G633.41[文化科学—教育学]