Study On The Positioning And Publicity Strategy Of Chinese Small And Medium-budget Film's Marketing

In recent years, Chinese small and medium-budget films have made remarkable achievements in the film market, there is a lot of films have obtained the high box office, just like Lost in Thailand, So young, The Continent and so on, which have prompted the local film market's focus shifting from blockbuster to small and medium-budget films.In fact, the small and medium-budget films which occupies an absolute majority in Chinese film production, has always been a fundamental part in Chinese film industry. Although there is a lot of films which have achieved great box office, the situation of small and medium-budget films is not satisfactory. The film that can really be able to stand out in the competitive film market is just a very few. The majority of the film actually did not get the market's attention and recognition, many high-quality films have not obtained a good box office,this situation is harmful to the healthy development of the our film industry.This paper argues that the current dilemma faced by Chinese small and medium-budget films is mainly caused by the problems of its marketing positioning, publicity and promotion. So in order to achieve the market breakthrough, the innovation of the marketing positioning and marketing publicity strategy is neces sary. This paper uses Positioning,Integrated Marketing Communication, and some other related theories. On the basis of the analysis of Chinese small and medium-budget films on the marketing present situation and its own problems,it mainly analyzes the positioning and publicity strategy in marketing that based on the regulation of its own. The study on the marketing positioning strategy and the marketing publicity strategy of Chinese small and medium-budget films can be proceeded in the following three aspects.Firstly, the study analyzes the differentiated strategy of marketing positioning, it consists of four dimensions, which include the audience targeting strategy based on the target market, the type positioning strategy based on the type characteristics, the highlight positioning strategy based on the brand resources, the image positioning strategy based on the identification system, to make the differentiated marketing positioning. This strategy can fully exploit and establish the unique market image of small and medium-budget films, and to make the greatest possible to attract the attention of the audiences, and also to effectively guide the following job on the marketing publicity.The second part analyzes the integrated strategy of marketing publicity and promotion, it is explained from all media integration strategy which on the new media oriented and the marketing methods that on word-of-mouth marketing oriented. In terms of the publicity and promotion's platform and media, it should pay more attention to the use of new media, at the same time, the system should not ignore the traditional media publicity and below-the-line promotion. In terms of the marketing methods, it should assemble event marketing, viral marketing, interactive marketing, including some new marketing methods for the integration, which based on the core of word-of-mouth marketing, in order to maximize the effect of publicity.Lastly, this paper takes The Continent for example, mainly analyzes its unique marketing positioning and highly integrated marketing publicity, to verify the differentiated strategy of marketing positioning and the integrated strategy of marketing publicity that can be used successfully in Chinese small and medium budget films.