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口碑是影响电影市场成功的重要因素之一。文章通过对国产大制作电影的调查,分析了口碑传播对国产大制作电影的重要性,并对国产大制作电影的口碑传播现状及其原因进行探析。文章基于现状描述与原因分析,提出促进国产大制作电影口碑传播行为的对策。
Word of mouth is one of the important factors affecting the success of the movie market. The article analyzes the importance of word-of-mouth communication to domestic large-scale production movies by investigating domestic large-scale production movies and analyzes the status quo and reasons of word-of-mouth communication of domestic large-scale production movies. Based on the description of the status quo and the reasons for the analysis, the article puts forward the countermeasures to promote the large-scale production of word-of-mouth movies in China.