Domestic New Year Blockbuster Marketing In Ten Years

Domestic New Year blockbuster,a film market saver,was bom in China.Although the definition of the New Year blockbuster is discussed drastically,it is no doubt that New Year blockbuster is the testimony to the entire domestic Chinese film marketing and the representative for the level of present Chinese film marketing.From the naissance of medium/low-budget films to the prosperity of New Year Blockbuster,the Chinese domestic New Year Blockbuster has experienced a single to multiple ten-year history. Current investigations are focused on analysis and comments of film,or researches on the gang's style of movie,or discussions on advantages and disadvantages of the New Year blockbuster.However,people do litter research on the specific marketing strategies of domestic lunar New Year blockbuster.In the face of ten-year achievements of New Year Blockbuster,marketing strategies is crucial for New Year Blockbuster marketing and therefore we have to consider New Year Blockbuster marketing strategies seriously.In fact,the history of the New Year blockbuster is the history of domestic film marketing.Hence,this dissertation,from the dimension of marketing,based on ten-year development of domestic New Year Blockbuster,taken from the horizontal and vertical dimensions,with points and surface analysis,analyses the status of Chinese film marketing dialectically.The whole content is divided into three parts.Firstly,from the dimension of film industrialization,this essay looks back the history of New Year Blockbuster,concludes ten-year status of domestic New Year Blockbuster marketing, tries to sum up developmental orderliness of ten-year domestic New Year Blockbuster marketing,and investigate different characteristics of Feng style New Year Blockbuster's brand molding in lengthways.Secondly,the domestic status of the lunar New Year blockbuster marketing was analysed dialectically.According to the marketing status of New Year blockbuster movies,this dissertation outlines the marketing advantages of these films,and attempts to classify them.Meanwhile,this essay also finds out the shortcomings of the lunar New Year blockbuster market.Finally,this dissertation combines with classic marketing case,and analyses techniques and strategies of the lunar New Year blockbuster marketing.In conclusion,in the process of movie industrialization,it is important to learn from the New Year blockbuster of marketing experience,focus on audience and market,pay attention to the issuance and marketing,protect copyright,exploit derivative product market,establish a high - concept conception,implement integrated marketing strategy, and so on.