Research On New Media Marketing Strategy Of Movie Products Based On 4I Theory

The advent of the new media era,the proliferation of social media user groups,and the rapid development of short video media have all provided new opportunities for the online marketing of movie products.Their promotion methods,promotion effects,and promotion strategies for movie products have all brought Here comes a disruptive change.The box office champion of 2019,the phenomenal film 《NEZHA》 has achieved great success in word of mouth and box office,not only because of its highquality content and excellent production,but also because the film is based on the "4I" theory Accurate and efficient marketing methods.This article uses the literature analysis method and case analysis method,based on the "4I" theory of marketing,taking the film 《NEZHA》 as an example to analyze the personalities,Efficient use of the four principles of fun,interaction and interest.The principle of individuality mainly refers to the need for different marketing methods and marketing content for different potential audiences.Do not conduct indiscriminate low-efficiency marketing;the principle of fun refers to the selection of interesting points related to the film for marketing in the marketing process;the principle of interest is Refers to the need to fully take into account the emotional interests of potential audiences in the course of marketing activities;the interaction principle emphasizes the high-quality interaction with potential audiences on the new media platform.The first part of this article introduces the background of this study,the second part introduces the definition and development history of film product marketing,and the third part makes a detailed analysis of the selected cases in this article.Efficient use of "4I" theory.The fourth part points out the shortcomings in the marketing and promotion of movie products under the current national conditions.The fifth part proposes solutions to the shortcomings of the existing marketing model based on the "4I" theory.This article seeks to propose a new media marketing model for movie products,and proposes reasonable,progressive,creative,and replicable movie product marketing methods that meet the spirit of the times.Try to play a positive role in promoting the marketing methods of Chinese film works.