Study On Marketing Strategy Of Post-Film Development Industry

As to the film industry advancement and movie technology renovation, the traditional market of box office can no longer take the presidency. In fact, the post-film development market, as a black horse, opens up a new landscape for the film marketing, bringing new life to the whole film industry with great potentials and appreciates value. With the globalization trend and film economy rapidly developing, China's film industry takes continuously attempted strides along the road of marketing with Chinese feature under the circumstance of movie marketing storm heaved by the high concept movie"Hero". The consciousness of Chinese film marketing and commercial value draw more and more public attention; nevertheless, it is still relatively frail in terms of the theory as well as practice of the post-film development market. Therefore, the thesis starts with studying the marketing strategies involved in the post-film development market, in the approach perspectives of industrial features, market environment and marketing strategies. After systematically summarizing its components as well as significance and the importance of movie marketing, the author makes a comparative study on Chinese and American film marketing theories and practice, combined with related theories of movie, industrial economics, marketing and communication, to give the suggestion, possibilities as well as necessity of implementing four innovative marketing strategies, namely, integrated marketing, cultural marketing, allied marketing as well as recreational marketing under this unique ecological environment and the current situation of our industry to enhance Chinese film industry competition, raise its commercial and cultural value, furthering Chinese film industry to develop at top speed in this globalization trend.