Research On Cultural Products’ Marketing Strategy In The Internet Era

With the development of Chinese economic and the improvement of people’s living standards,Cultural Industry has gradually become a pillar industry of the national economy.And the consumption of cultural products has increasingly become dominant.At the 21 century,with the rapidly development of the Internet,we have ushered in a new media age.Our cultural products have a huge marketing opportunity for developing,while meeting great challenges at the same time.The traditional marketing strategy is no longer able to support the development of the entire culture,healthy and fast.Therefore,the analysis of cultural product marketing strategy becomes particularly important in the new media background.From the perspective of the Internet,and based on the traditional marketing theory 4P and 4V,this paper puts forward a new thinking and direction for Chinese film marketing under the new media era.This paper stresses that only by establishing new marketing network and re-integrating the cultural industry resources,we can find the correct direction of our country’s cultural industry development.This paper analyzes the marketing strategy of cultural industry on the back of Internet era.Firstly,it analyzes the situation of the film market,and segments the target market in accordance with factors of geographic and population;Secondly,this paper researches the structure of film consumers,and analyzes their psychology and behavior,and researches the factors influence consumers’ decisions.Thirdly,by analyzing the 4P and 4V theories,this paper proposes new marketing strategies:value differentiation,create personalized marketing;excavate flexible features,satisfy diverse needs;develop derivatives,improve additional values;build brand loyalty,create audience sympathy.Finally,this paper make a conclusion.It shows that the film marketing should depend the advantages of the Internet,and develop the model "Internet +Film".The marketing should also regard consumer demands as its target,and value the development of derivatives and the whole film industrial chain,forming differential film brands gradually.