A Study On The Marketing Communication Strategies Of Domestic Commercial Films From A Perspective Of The Whole Industry Chain

In recent years,China’s film industry to 35% compound annual growth rate of rapid development,only in 2016 to achieve a total annual box office 45 billion 712 million yuan,after the United States to become the world’s second largest film market,Chinese film market has ushered in the situation,All flowers bloom together.contention of a hundred schools of thought.With the prosperity of the film market,the film industry structure of our country is constantly upgrading,from the production,distribution and projection "three links as the core of the traditional industry chain gradually evolved into the" financing,production,distribution and screening,product development after the five aspects of the main body of the whole industry chain layout,formed "upstream and downstream development,expand the middle reaches of the pattern of the film industry.At the same time,with the further development of Internet technology,"Internet plus movie" era,the marketing communication mode of China’s film products has also undergone a profound change.The traditional movie marketing "three magic weapons",TV commercials,trailers and posters of the role is gradually weakened,Internet marketing can the integration of large data,social media,fans economy is fast.This paper focues on the This paper focuses on the domestic commercial film as the research object,combined with the Internet era background,based on the macro perspective of film industry chain to explore the strategy and marketing communication of Chinese commercial film in all aspects of the whole industry chain of value and its characteristics.This thesis is divided into six chapters,the introduction part summarizes the research background,purpose,significance and related research;Chapter Two discusses the film industry chain from the traditional industrial chain to semi industrial chain to the evolution of the whole industrial chain,and industry chain is divided according to the corresponding the film industry chain and marketing communication mode change from the marketing link,marketing concept,marketing content,marketing media in four dimensions of the whole;chapter three to chapter six to five aspects of the whole industry chain nodes,first analyzes the changes in the Internet under the influence of various aspects of the model itself,and then analyzes the film products at different stages of the specific marketing strategies and value characteristics.Finally,this paper puts forward personal views on how to get rid of the limitations of single link and vertically integrate the whole industry chain.