Culture-Orientated Marketing Segmentation Research On Chinese Movie Markets

Movie is not only a cultural phenomenon in social ideology, also is an economical one composed of investment, production and sales. Accompanying the advent of consumption society featured by cultural consumption, the relationship of movies and markets is taking great and apparent changes. Movies are realized in the agency, namely market to be communicated and circulated, and the great amount of investment required by movies definitely needs the reward and return in the market. This specific feature makes the marketing behavior between the production and the consumption of movies indispensable and gradually pulls the movies to go to the market and the audience. With the development of the marketing theory, movie marketing smoothly marches on from the phase of production-orientation, product-orientation to the current consumer-orientation.Moreover, movie as a specific cultural commodity is signified by intensive cultural attribute. Culture to great degree influences the consumption psychology and marketing behavior. Consumers only incline to accept movie products paralleled with their own cultural features. Therefore, movie marketing must emphasize on consumers' cultural features and distinguished preferences generated in different culture instead of focusing only on the movie itself.As a start of modern marketing and a basic research topic, marketing segmentation is the premise and basis of marketing strategy of differentiation. Effective marketing segmentation stemming from the systematical research on consumer behavior, definitudes differentiation of demand towards products from different consumers under reasonable segmentation standards and segmentation matrix, and furthermore discover the market opportunities and set down concrete marketing strategy. Towards China's movie market which is just under the marketing reform, from different prospective, we can conclude different marketing segmentation. However, traditional marketing segmentation normally prefers partial concrete characteristics of consumers and pays a little attention to the cultural feathers as a whole and the preference differentiation under such conditions, let alone the understanding on the effects posed on movie consumption and movie marketing by culture.This essay applying some materials concerning fields of marketing, sociology,...