Research On Chinese Film Marketing Strategy In The Context Of "Internet+"

In today's Internet increasingly deepening,our society is undergoing an unprecedented change,innovation and development become the main melody of The Times.As a consumer goods industry,also in this information-based tide facing opportunities and challenges.On the one hand,the popularization of Internet and development make movies are no longer appeared in front of the world with a small gesture,but everyone can enjoy and participate in the mass culture;At the same time,the prosperity of cultural market,and also put forward higher requirements about the quality of the film,for the movie marketing as well.Convenient information transfer expanded the influence of the film,but at the same time also let consumers face more choices.How in the context of the Internet,break through the inherent marketing model,out of a new,to adapt to the market demand of road is a common problem of all the film and television workers.In this paper,starting from the origin of movie marketing,through extensive data collection,to understand the connotation and characteristics of traditional movie marketing,with the current under the background of Internet movie marketing comparison,analysis of the current shortage,coupled with the movie marketing case of success,is put forward to resolve the under the background of Internet + new way of thinking on how to improve the movie marketing model,the new way.This thesis mainly is divided into four parts.The first part mainly introduced the selected topic background and significance,and expounds the research status at home and abroad.In the second part discusses the emergence and development of the concept of movie marketing roadmap,at the same time for the movie marketing deeply analyzes the connotation and characteristics,mainly introduces the theory of network marketing and film marketing;The third part of the movie marketing status quo of our country as object,combining the background,aiming at the backward marketing concept,marketing means a single,audience fuzzy,the network overhyped,abuse of new media,such as the status quo,in order to support the actual film cases and points out that the movie marketing problems.At the same time,it analyzes the background of the Internet pyramid selling by film produced by new to the film industry in China.