Research On Online And Offline Cooperative Marketing Of Film Industry

Online and offline collaborative marketing is in full swing.In the movie industry,the market environment factors that influence and promote collaborative marketing online and offline mainly lie in three aspects: first,the "Internet +" guides the development of various industry marketing modes to three dimensions;two,the mobile lifestyle of consumers brings the marketing pain to the movie industry;three,the integration of the online and offline industry has become a new industry trend.Because of the different implementation subjects,there are two paths of online and offline collaborative marketing in the film industry:O2O marketing centered on offline cinemas and O+O marketing centered on online video websites.In fact,they come to the same end by different routes,and ultimately aim to build a cooperative marketing industry chain.Online and offline collaborative marketing of film industry can be divided into three core links: realizing collaborative flow transformation links in film promotion and ticket sales;realizing collaborative user experience links in scene extension and creating feedback evaluation platform;realizing collaborative product integration links in platform operation,copyright distribution and IP operation.The three links are interlinked and integrated,forming the whole process of online andoffline collaborative marketing in the film industry.The internal logic of online and offline collaborative marketing in the film industry lies in three aspects: firstly,mobile platform has gradually become the main channel for consumers to perceive and purchase movies.The film market has changed from scarce channels to scarce traffic,and the film industry will inevitably begin the process of traffic transformation.Secondly,creating consumer experience is the basic strategy to retain users.Scene extension can not only expand the scope and scale of users,but also enhance user stickiness.Building feedback evaluation platform can build the interactive community of fans and give users a sense of belonging.Finally,product integration is the necessary way to build a three-dimensional film ecosphere: first,platform operation can integrate all links of the industry chain through big data,form effective information communication and resource sharing,and play a synergistic effect;second,copyright distribution is an important means to expand profit space and compensate for content costs;third,only through in-depth development of derivatives around IP operation can we achieve this goal.Cross-border integration to achieve economies of scope.