| As the motive power of the culture industry, movie industry has always been playing a key role. The development of domestic movie industry has never been so important as ever before. As a commodity on one hand, its development has been inevitably restricted by the basic marketing law. One the other hand, the life circle of movie is extremely short and normally be consumed once, and besides the rich products and economic value it produces, the movie industry can promote many relative industries as music, publication, architecture, electronic, advertisement, retail and tourism as well. This special nature gives unique character to movie marketing practice, which has also been a huge challenge to the research of movie marketing strategy.In the process of domestic movie industrialization, it is the content of movie, but not marketing that has been the only point which is emphasized both publically and academically. Macro analysis mainly stays in industrial research, while micro discuss of marketing now available is still superficial. The research in the present situation of domestic movie marketing in this article has shown that there is still a long way to go for movie marketing researchers. Low specialization, lack of technique and revenue source, high policy risk has constituted the heart of the matter.This article consists of two main parts: The first part consists of Part.1-3, mainly includes the summery of existing foreign and domestic research and relative theory used in further content, discussion of present situation of domestic and foreign movie marketing practice in supported of several classic cases and the practice inspiration from the comparison with Hollywood. The second part consists of Part4 and Conclusion, mainly includes the summery of the present situation, the reverse marketing strategy which starts from the consumer, modern Integrated Marketing Services and practice essentials. The contribution and weak points of this article has been put forward at the end.
|
PDF Full Text Request