The Research On Movie Schedule Marketing In Present China

The rapid development of multimedia technology in the current market environment, movie technology innovates and progresses continuously, the film entertainment market maintaining a strong vitality. Movie as a kind of commercial and artistic product, it can create multiple economic benefits, and can grasp the psychological needs of whole society, to meet people desire for spiritual products. In recent years, China’s film industry GDP growing, industrial structure optimizing, industrial integration progressing, the development of the industry is stable. The rapid development of the film industry strengthening the value chain linkages, including production distribution and screening system improving and the concept of product marketing deepening. The movie is a kind of commercialization of the product, through a variety of marketing methods boost the film to the market. With the arrival of "big data" era, the rapid development of network booking and SARFT build the real-time box platform, the domestic film marketing tend to digital, precision and standardization. Marketing schedule in the development of Chinese film industry in recent years, the shine in a variety of forms of marketing, also formed a domestic flight framework with Chinese characteristics, the major gold schedule has become a battleground of cinema. Chinese movie schedule marketing has through the initial embryonic stage to the stage of rapid development, the schedule of marketing concept was first set up, then from weak to strengthen and boost the domestic movie box office of soaring. But the domestic movie marketing does not really enter into the era of marketing; all kinds of problems emerge in an endless stream. For example:film positioning is not accurate, communication with the audience in wrong position and products’ quality is not high. This situation requires in-depth analysis of the Chinese film marketing operation. This paper analyses China’s movie schedule from its present situation to look for the way of developing Chinese movie schedule marketing.The main body of this paper is divided into two parts. First part includes the first three chapters, mainly discusses the history of domestic and foreign film schedule marketing and its value. To discuss the current situation of Chinese movie marketing, find out the performance and deep reasons behind it by analyzing the cases of Chinese movie marketing in recent years. The second part consisting of three chapters, based on summarize the first part to analyze the marketing strategy of the current Chinese movie schedule from the aspects of time, space, and methods. It shows the effects as well. Finally, prospective analysis of Chinese movie schedule in marking.