Domestic Film Brand Marketing Raiders On The New Environment

Brand is an important concept when the marketing development in the21stcentury.the essence of brand embodied in its visibility and reputation in theconsumer market has broad.its formation and implementation lies in its brand logo，brand image，brand differentiation characteristics of the design,shape andspread.The successful brand must be real cash promise of consumer products andservices.Movie is an art of the masses which must in front of audience mostly tomaximize the market value. It is an important proposition that how to realize therecognition and trust for a film from the audience. Brand of high quality film reflectsquality consciousness of having the market competition consciousness,to theaudience as the center and satisfying audience demand. The only way of solving thisproposition is to successfully design, create and disseminate a high-quality film.Filmbrand marketing is the important way that the marketization consciousness ofChina’s film industry to be strengthened, development in-depth and improve theindustrial chain of the construction.The article start with the meaning and classification of film brand,put thedomestic brand marketing ten years of development history and present situation asthe object of analysis,summed up the reality of the situation facing with film brandmarketing about the construction and communication of brand at a stagedomestic: lake of the high-quality consciousness,limited of the brand scale and soon.Based on the analysis of the domestic brand marketing ten years ofdevelopment in the process of the history and present situation,this articlesummarizes the phenomenon：the germination,development and forming, and thebottlenecks of domestic big brands;comparison of the characteristics of small andmedium-sized cost film brand has current, proposed that the shaping of the filmbrand should not only stay in the marketing link,and the strongest brandcompetitiveness lies in the quality of the film itself. Big brand value brand hardware combination for a long time of the film itself characteristics of defects have seriouslyaffected the market for the recognition and trust. In contrast, the difference of thesmall and medium-sized cost film has become the brand of their characteristics. As aresult, the brand must be covered from planning,film production and distribution ofsystematic strategy design and motors to strategy implementation process.On this basics，And strive to put forward a solution to the existingpredicament must from two point set out：the perspective of brand marketingstrategy and tactics,covered with film production process elaborateconcept,meticulous about brand marketing strategy of evolution strategy andoutlook.The last two chapter through the film at the focus of the strategy to constructand the link and standard of implement strategy to describe an overview of thedomestic film brand marketing strategy under the new environment.Both are basedon the premise of market audience’s demand.So the film construction strategic focus is to meet the demand of the audience’s emotion value orientation，and around the positioning differentiation creativescreening and development of standards.In brand marketing strategy, emphasize forfilm market data collection and research, in order to from a more objective market tocapture the dynamic market demand and changes,and summarize some after marketsurvey, market demand for the standardization of production requirements.