Research On Cross-media Marketing Of Domestic Commercial Films In Recent Years

In recent years,with the gradual transformation of China's cultural system and the further marketization of the film industry,domestic commercial film ushered in the development of the golden age.The pursuit of high box office to become the goal of every commercial filmmaker.In order to attract more viewers to watch movies,more and more filmmakers are aware of the importance of film marketing.This paper takes the cross-media marketing of domestic commercial films in recent years as the research content.The introduction part mainly summarizes the development status of domestic commercial film and the arrival of cross-media marketing era,as well as the definition of related concepts.The first chapter analyzes the status quo of domestic commercial film cross-media marketing in recent years,from the perspective of different media in the role of film marketing promotion,the new century since the domestic commercial film marketing is divided into three stages: the traditional media-based online media supplement(2001-2010),the new media for the core of the traditional media integration marketing period(2010-2015)and the film quality as the center of the cross-media integrated marketing period(2015 to date).This paper analyzes the environment of domestic commercial film marketing market from four aspects: policy environment,industry environment,technology environment and social environment.The second chapter and the third chapter respectively study the type and characteristic of cross-media marketing of domestic commercial film.This paper divides the media into homogeneous media and heterogeneous media from the perspective of media information attributes.From the characteristics of media integration of cross media,the paper divides the types of cross-media marketing into three types: film and homogeneous media Interactive marketing,interactive marketing of films with heterogeneous media,and interactive marketing of movies around the media brand extension or dissemination of themes.Through a large number of marketing case analysis,summed up the characteristics of cross-media marketing: First,highlight the importance of new media marketing;Second,diversification of marketing channels and network;Third,the target audience of precision delivery;Fourth,cross-border integrated marketing Marketing strategy.The fourth chapter focuses on the analysis,the cross-media era under the background of domestic commercial film marketing process problems and put forward solutions.