A Study Of The Online To Offline Film Marketing Based On The "Internet Plus" Background

With the introduction and the rapid development of the concept of the “Internet Plus”,the thinking of “Internet plus”are also slowly filtering into people's minds.Nowadays,“Internet plus all types of traditional industry”,a sort of emerging mode has not only changed our life-style,but also influenced our way of thinking,becoming a general trend in the era.However,great changes have taken place in our film market than ever.The online to offline film marketing based on the “Internet plus Film” mode,has not only developed a lot of emerging and valid marketing methods,but also formed a sort of “cinema-plant-users” marketing mode,realizing tripartite win.The current online to offline film marketing mode is a triangular one.In the mode,the cinema,platform and users situate at the three points of triangle respectively,influencing and interacting on each other.As a result,the current online to offline film marketing mode has stepped in an infinite loop.As the emerging marketing mode and method in the film market,the online to offline film marketing mode has not only been influenced by the political environment,economic environment,social environment and the technical environment,but also is closely related to the cinema,platform as well as the role and the behavior of the users.Aiming at the policy dilemma and the market dilemma in the current online to offline film marketing mode,this thesis clears up each segment in the online to offline film marketing mode as well as the role and function of the cinema,platform and users with the methods of field work,literature research,questionnaire survey and focus group interview.Then,the paper interprets its developmental history and the market circumstances,especially analyzes the monopolistic and merger conduct.Meanwhile,this paper identifies various problems in the online to offline film marketing mode,such as the “price war”,and puts forward some related policysuggestions according to them.