本科论文摘 要近些年来随着互联网技术和通讯技术的迅猛发展，关于新媒体的研究渐成热门话题，围绕新媒体所展开的营销活动也正在不断走向成熟。电影营销在多角度受到新媒体的影响，在这一趋势下，国产动漫电影自 2015 年《西游记之大圣归来》之后再次掀起潮流，去年暑期上映的《哪吒之魔童降世》更是创下了中国影史多项纪录，赢得无数好评。这部影片的成功背后离不开新媒体营销的作用，本文将以《哪吒》为例来分析国产动漫电影的新媒体营销策略，以期为国产动漫电影新媒体营销活动的更好开展和国产动漫电影事业发展提供参考。关键词：新媒体，国产动漫电影，策略AbstractIn recent years, with the rapid development of Internet technology and communication technology, the research on new media has gradually become a hot topic, and the marketing activities around new media are becoming more and more mature. Film marketing is influenced by new media in many ways. In this trend, domestic animation films have been on the trend again since the return of the great sage in the journey to the West in 2015. Last summer's release of "the devil child of Nezha" has set many records in Chinese film history and won numerous good reviews. The success of this film is inseparable from the role of new media marketing. This paper will take Nezha as an example to analyze the new media marketing strategy of domestic animation films, in order to provide reference for the better development of domestic animation film new media marketing activities and the development of domestic animation film industry.Key words：New media, Domestic animation films, Strategies本科论文目 录前 言.................................................................................................................................11 新媒体相关理论概述......................................................................................................21.1 新媒体的发展历史...............................
