The Research Of Marketing Strategy On Domestic Art Film From 2012 To 2016

With the vigorous development of the domestic film market,the film industry has become an important part of the national economy and social development.In this market environment,the domestic art films are paying more and more attention to their position in the domestic market,but because of the interest as well as the domestic market system is imperfect,domestic art film is difficult in the local market has enough space for performance,and the domestic industry on this discussion are increasingly inclined from the perspective of the box office theory,less attention to the creation of art film attributes and business personality.Art film and the body of the creative characteristics of the decision that it can not be like commercial film as a huge viewing crowd;in addition,both in the production of funds or marketing funds on the art film can not be par with commercial films,compared to domestic commercial film,domestic art film is facing a niche market,the above are in the discussion of domestic art film marketing strategy before the need for in-depth analysis of the problem,only in understanding the art of film products under the premise of the property strategy to start its effective discussion.This article mainly based on artistic attributes of the film,marketing characteristics,the domestic art film in the local market in the industrial process in-depth analysis,and then study the domestic art film marketing strategy.This article is divided into five chapters:The first chapter is the introduction part,expounds the research background and significance of the topic,summarizes and summarizes the domestic research trends and research results of art film marketing through literature review.The second chapter analyzes the commercial nature of the art film by analyzing the creative features and market characteristics of the art film,and uses the marketing principles and theories to compare the differences between the art films and the commercial films in the marketing and summarize the differences between the art films in the film marketing system characteristic.The third chapter analyzes the living conditions of the domestic art films in the domestic market,clarifies the roles and situations of the art films in the film market from the angle of the industrial chain,and reveals the living conditions and marketing characteristics of the domestic art films.The fourth chapter chooses the representative domestic art film which is released from 2012 to 2016 as the case,carries on the concrete marketing strategy and the operation analysis to it,and explores the marketing characteristic and the question of the art film through the case comparison.The fifth chapter from the production,distribution,publicity and screening of the four film industry chain links for domestic art film targeted and practical value of the marketing strategy.