A Study On Integrated Marketing Communication After "No Period"

Film as an important part of the national soft power, has played an important role in our socio-economic and cultural life. While the film industry as a set of all wisdom and enormous financial products in the marketing process, marketing tools have higher requirements. China’s film market is still in its infancy, with the advent of the new media age, no single traditional marketing methods are not enough to control the overall situation, it is necessary to IMC intervention from highly integrated industry resources in all aspects from a scientific angle to configure the most reasonable combination of media to achieve the best dissemination of results and economic benefits.Therefore, this paper combined with the main research content, the research background and significance of this paper a brief introduction, and to analyze and summarize the applied research methods.Secondly, the integrated marketing communication related concepts launched summarized, and other forms of marketing communication approach compared to its own characteristics, mainly developing integrated marketing communication theory from the article, the connotation of integrated marketing communication theory, IMC the main aspects to analyze the contents of the IMC related concepts. Wherein the analysis of integrated marketing communication theory the main content of the course, and from several aspects of the establishment, spread image, communication, the purpose of dissemination, evaluation system and other databases to carry out analysis.The third part introduces the marketing and integrated marketing status quo of China’s film market, and the film <The Continent> a brief overview of the analysis presentation.Finally, the paper with the film <The Continent> Integrated Marketing Communications as a case study, a comprehensive analysis of its integrated marketing communications strategy and implementation plan, with examples of integrated marketing communication theory of linkage pluralistic media marketing, promoting the role of the film industry. Only in the consumer segment of the market, to meet the target consumer demand for the creation of content, stable and harmonious interaction between cultures, closer to consumers, establish a distinctive brand of integrated marketing communication method of the film, to be able to help in the competitive film market stand out.