Research On Product Portfolio Strategies And Promotion Strategies Of Individual Movie Product

Media techniques are in a rap growth since the massive progress and evolution of science and technology. There is a remarkable change of the channels and modes that people transfer and receive updated information. From the old fashioned characters to the image message, people are getting used to and would rather to chose video image as a new style of communication tool which is more vivid and direct for transferring and obtaining all kinds of information. It is a more lifesome and visual method compared with pure character form which is easier for people to adapt.In the past few years, the living and material standard has been dramatically increased due to the fast social and economic development. It is more and more difficult to meet people’s demand such as bigger desire regards to aspects of spirit and culture. People cannot be satisfied with passively getting the updates but to be involved in the part of transmission.Let’s take Video image as an example:young people are no longer satisfied with the method of getting information by watching movie or TV. On the contrary, they are even more eager to express their thoughts and personal charismas by putting themselves into videos as a unique way to become the new style information creator. Convenience and fast conditions are offering to the work of filming and transferring along with the increasingly mature of internet and photography. Additionally, super popular and highly focused personal micro-movies are also encouraging people to make videos for sharing their ideas which bring forth the new industry of personal video product.WD Movie Limited Company was established under this background, making individual video as their major product. As a new industry, it is just the first stage of development of individual video product, therefore more time is required for further improvement since the market recognition degree and consumers’ acceptability are just begin to rise. This thesis takes WD Movie Limited Company as an example to give a comprehensive analysis about individual movie product. The current status of development and relevant theories will be integrated to compose targeting strategies referring to the market promotion of individual video product. These strategies are going to do some favor helps for related enterprises to catch opportunities and get first chances to own the market share in this rapid growing industry. On account of this situation, this study is composed of four episodes as follow:First and foremost, it starts with an introduction of all the categories of individual video product, such as romantic theme, wedding dress, micro movie product, wedding documentary product, family and daily life portrayal documentary product, the process of children growing up commemorate video product, self-image showing video product, literature and art oriented video product and so on. And there will be a specific introduction and analysis about the characters of each product and the orientated consumers.Secondly, according to the analysis on the market supply of individual video product, it is concluded that a low market supply is relatively low due to the initial market development. However, there is an enormous space for the increase and development of the market. The author analyzed the customers’ need and other factors that influencing the market based on the Maslow’s demand analysis and the status of population change. WD Movie Company could have meet with various demands of market within their conditions.Apart from that, this paper also puts forward I had analyzed a strategy refers to different groups of combined products which should be put into practical business operation on the basis of the relevant theory of product combination, boston matrix, process of enterprise development, development strategy and many other factors. It is vital to work out feasible marketing strategy for specific combined products.Last but not the least, the theory based on marketing promotion strategy had been worked out for WD Movie Company by using the SWOT analytical approach, product life circle theory, etc. Meanwhile, the market positioning of its product had been analyzed along with the suitable marketing promotion strategy. In this episode, the author only provided marketing strategies within the traditional market promotion methods, but also proposed a novel marketing strategy by selectively analyzing and using micro-blog which is a popular online tool in order to bring some fresh promotion strategies of individual video product to WD Movie Company.