Research On The Network Marketing Strategy Of Journey To The West IP Film In Singapore

The film industry is an important medium for China’s cultural output.Promoting the development of the film industry in overseas markets can not only improve the earnings of film producers,but also enhance China’s cultural competitiveness in the international arena.In recent years,due to the rapid development of China’s IP film market,the proportion of IP films in films has been increasing.At the same time,the rapid development of network information technology provides more opportunities for the overseas publicity and distribution of Chinese IP films,and IP films have a broad prospect in the overseas market.As a famous IP in China,Journey to the West has been widely concerned by Asian people and Singaporean people watch Chinese films more frequently.Therefore,this paper selects Journey to the West,a classic Chinese IP,and takes Singapore,a country whose culture is close to That of China,as the target market to study the network marketing strategy of Journey to the West IP film in Singapore,which has a certain sense of innovation and practical significance in the research object and scope.The research methods adopted in this paper mainly include literature research method,comparative analysis method and case analysis method.By combing relevant literature,the box office and rating data of 13 IP films of Journey to the West from 1995 to 2020 were collected to study the Internet marketing strategies of Journey to the West,a classic IP case,in Singapore.In terms of writing layout,this paper first analyzes the macro environment and industry environment of Journey to the West IP film in Singapore,and comes to the conclusion that the overall macro environment of Singapore is favorable,the film market is mature,and The market competition pressure is low.Secondly,it shows the development status of Journey to the West IP film in Singapore from two aspects of income and reputation.It is found that the income source of IP films of Journey to the West is relatively single,and the reviews in Singapore are uneven,with more negative reviews than positive reviews.Then,STP marketing theory was applied to define the target market of Journey to the West IP film in Singapore,namely film lovers aged 15～34 in Singapore.On this basis,the 4P marketing theory is applied to analyze the network marketing strategy of journey to the West IP movie in Singapore from the four aspects of network product strategy,network pricing strategy,network promotion strategy and network channel strategy.This paper finds that Journey to the West IP film does not form a unique competitive advantage for the target market;In terms of product development,a complete industrial chain of IP films has not been formed.In terms of network pricing,it is seriously restricted by cinemas.And the development degree of network channel and promotion means is low,do not make full use of the advantage of the Internet.Finally,some optimization Suggestions such as differentiation strategy,interactive joint product strategy,dynamic network pricing strategy,diversified network promotion strategy and network release strategy are put forward to solve these problems.The Internet has fully reduced the cost of investigation and publicity for producers abroad.By studying the network marketing strategy of Journey to the West IP film in Singapore,this paper hopes to see the big picture from the small and promote the "going out" of China’s IP film better.