City Implantable Marketing Research, In The Film

As the time of globalization is coming, cities are facing severe tests of intercity rivalry, and the city image communication become urban survival and the development inevitable choice. Rigid city propaganda are susceptible to the audience already increasingly cannot satisfy the conflict with the image of the city to the spread of culture practical needs. In the film with its implantable marketing moistens everything silently recessive marketing methods can provide a new city marketing methods. In city marketing study, will the city as a kind of special products. Therefore, common product film implant idea and general method in reasonable integration, can be applied to the city after the film implanted. The city in the film to implantable advertising implantable marketing is the theory of extension applications.By reviewing the city marketing and implantable advertising theory and combining with city marketing situation and film itself, and raised the urban characteristics in the movie implantable marketing concept and specific implant method. This paper argues that can use film name, movie sound, picture of the city and film story comprehensive implant;In carrier choice, should with film commercial primarily, complementary, dramas in documentary and thematic videos for supplementary; The work of urban implantable marketing, should the government as the main body, specialized city marketing agency established specific responsible; Investment in implants, can adopt direct funds, policy support and political task etc issued manner; In the process of urban implant movies, should grasp the movie gives priority to the principle of subsidiary, embedded, tolerance to treat movie city negative image performance; In the city, even after the implant movie for continuous city marketing and subsequent pr work, make city marketing efforts to achieve maximized.After the finish off theory, this paper comb city in the movie the model work of implantable marketing and domestic film of the urban implant for further analysis. After comprehensive comparison, the author holds that the mainland movie in the city or shallow layers implanted, urban movie quantity, quality is uneven, can be less at the box office and reputation is not much, the win-win lack the film has international influence. The city in mainland movie unconscious process, inspiring implanted sense, one is the use of tongues in film,2 it is the model for cooperation between the cities. Finally, this paper applied city in the movie implant method and in combination with historical and cultural conditions, and xian xian city image reconstruction and spread to the practical needs of xian in the film, implantable marketing puts forward related Suggestions.