The Brand Strategy Of Chinese Commercial Films

This paper takes commercial films (2002-2011) as the research object, exploring the brandstrategy of commercial films. The discussion, taking film industrialization as a background, isdivided into six parts.At the theoretical level, the film brand is defined as a complex system，being the core ofhigh-quality films, with identifiable artistic style and commercial value of the ductility. It notonly has the signal function and symbolic features, but also obtains the loyalty of the audienceand maximizes the effectiveness of the film industry.The analysis, locating in the market status of commercial films, reviews the brandingprocess of the Chinese commercial film and points out the unbalances pattern of the commercialfilm brand: Greater importance in the director brand and star brand rather than the film companybrand, the film brand, and the cinema brand; Over-dependence on high concept and marketinginstead of high-quality videos and extensible industrial chain.In response to these findings, this paper further indicates the brand strategy of commercialfilms: First, achieve brand positioning through scientific market segment. Second, use highconcept to attract attention and play high-quality videos to optimize memory. Furthermore,promote the brand image through the collective consumption of cultural events. Finally, extendthe industrial chain to achieve brand promotion.Consequently, message conveyed in this study is that the audience is the core driving forceof brand positioning, brand building, brand promotion and brand upgrade.