关键词: 电影口碑,分化,整合

Abstract: Differentiation and integration is a dual logic for the development of word-of- mouth spreading of movie reputation in the digital network media era, neither is dispensable. Only differentiation no integration will lead to disordered development; only integration no differentiation will lose momentum for development. The digital network media has brought a strong differentiation power for the development of word-of-mouth spreading of movies, leading to a comprehensive differentiation of word-of-mouth spreading of movies, including the functional differentiation, role differentiation and relationship differentiation. These differentiations have a positive impact on the development of word-of-mouth spreading of movies, and a negative impact as well. Without effective measures to avoid these negative effects, they will harm the overall development of China’s film industry. To maintain the healthy development of the word-of-mouth movie spreading system, we must conduct an effective integration through such paths as branding integration, marketing integration and communication integration, give full play to the movie audience in the participation of movie production, and construct a balanced mechanism for the development of word-of-mouth movie spreading system.

Key words: movie reputation; differentiation; integration