Movie Patch Advertising Marketing Analysis

The movie film advertisement which takes as one kind of emerging medium platform has been receiving people's attention gradually since it has been appeared in the Chinese advertisement market in 1994.Compare with other types of advertisements, the film advertisement has its own characteristics and the particular spreading effect. Through researching this topic, the author has grasped the whole situation and the trend of development of the present entire film advertisement market, as well as found the segmentation goal market, which provide the theory basis and the support for the film advertisement market development decision-making.This article first analyzes the macroscopic and the microscopic environment, as well as the domestic entire advertisement profession market development situation and trend of development which the film advertisement was at. Using the five kinds of factors of baud five strength model: The supplier bargains back and forth ability, the buyer ability, in substitute and substitution ability, the profession which bargains back and forth ability and the potential competitive ability to analyze the competition degree in the profession. The film advertisement uses the fixed price theory to the movie to carry on the rational fixed price. Using the profession life cycle theory innovatively to analyze the market. In these four different times, the market demands and the profession competition structure presents the different characteristics, thus, the market development must act according to a profession or the different product characteristics of the different development phases that adopt the different marketing methods to operate the market.Researching the paper emphasizes on applying theory to reality, and fully analyzes the movie using the modern marketing theory and the management science theory to analyze the film advertisement market and the marketing environment to fully discover and hold the market opportunity and avoid the market threat. Found the goal market of the film advertisement through above analysis, and carries on the accurate localization to the market as well as formulate the corresponding marketing strategy in order to operate the film advertisement market effectively and scientifically.