Research On Marketing Strategy Of Chinese Art Film In Commercial Context

Since Twentieth Century in 90 s,the level of film market has been improved obviously.The number of domestic movie box office is increasing with the rapid growth after 2000.Various types of films have flocked to the screen.Quantity and quality has been greatly improved.In recent years,the creation of art film has become a new trend,which has characteristic of diverse themes and well making,and the total annual production accounted the domestic the film production for 1/3.especially in 2014 a large number of art film present to film market,and get a good reputation and box office.since then,art film really causes great concern within the industry.But the box office is still difficult to occupy a space in total movie box office.How the movie can get rid of the title of " box office flop" in recent years become an important research topic in this paper.By using the literature research method,case analysis method,and questionnaire survey method,the art film is tried to be a movie which's established in the domestic film market,and deeply explore in a commercial environment how to win the box office and reputation in the market share.Through the analysis of the film market,to further detailed explore the outlet of the art film box office.First of all,the first part of this article defines the concept of art films,summarizes and combs the current situation of the development of art films.Finishing the nearly ten years of award-winning film and its box office,summed up the problems faced and current stage of the production of art film.The second part hackles and sums up the characteristics of Chinese film market and experiences of type market of commercial film,and through the analysis of the typical high box office movies in the film market,in order to provide effective marketing strategy for the development of art film.The third part analyzes the marketing environment of art film,including micro environment and macro environment,and summed up characteristics of the art film market environment.In the fourth part,through the analysis of the success stories of the art film,and the characteristics of the art film,we establish marketing strategy of model of the art film.Through the construction of marketing model,we more intuitive understand of the art film from the production,distribution,publicity,marketing ideas before and after the release,thus the fifth part of this paper is proposed.The fifth part analyzes the specific marketing of the art film on the basis of the model in the fourth chapter.According to marketing professor Mccarthy's classic 4P marketing theory,marketing mix strategy,from the product strategy,price strategy,distribution channel strategy and promotion strategy for the marketing methods of the art film,put forward constructive suggestions.In this paper,I innovatively combine the art film and commercial film market environment.Based on the analysis of the film market and the market environment,this paper puts forward the corresponding marketing strategy,which carries on the analysis to the success stories of the commercial film and art film.This paper regard a large number of examples and box office data for specific strategies as data support,and strive to explore a suitable road of high box office for the art film.