Chinese Director Viewpoint Of Integrated Marketing Communications

With the advent of Web2.0 and explosive development of smart devices,mobile Internet has become an essential social media and is changing various human activities.Nowadays,Internet and information technology have been well applied in many conventional industries such as media,communications,finance,insurance and logistics.The fusion of Internet technology and a conventional industry is well known as the"Internet plus" strategy,which also brings new opportunities and deeply affects film industry.One example is that the fragmentation of mass media allows people to obtain the promotion information of movies from Internet easier and timely.To obtain higher ticket sales of movies,Internet-generation directors have different marketing strategies from traditional directors in the use of new resources and channels.Thus,the research on the integrated marketing communications of Internet-generation directors will provide valuable experiences and suggestions for the development of China film industry in the new era of Internet plus.This thesis is organized as follows.The first chapter,introduction part,briefly summarizes the research background,research significance,research content,innovations and research methods of this study.The second chapter is literature review,which surveys the concept,history and previous studies of the integrated marketing communication theory of Internet-generation directors.The third chapter analyzes the Internet-generation directors and integrated marketing communication model.In this chapter,we first summarize the integration marketing methods of Internet-generation directors,and then analyze some classic integrated marketing communication models and compare them from three aspects.The fourth chapter summarizes the characteristics of current integrated marketing communication models.In the fifth chapter,the advantages and problems of integrated marketing communication are analyzed.The sixth chapter is the conclusion and prospect of this study.The integrated marketing communication of Internet-generation directors has emerged as an outstanding case of the commercial operation in film industry.The users,especially the followers such as "fans",in many social Medias are explored as the target customers of this new type of marketing communication.Based on related theories in the area of film and marketing,this research reviews integrated marketing communication theory of film industry in Internet environment,and attempts to analyze the successful experience and shortcomings of integrated marketing strategies of Internet-generation directors.This research also provides constructive suggestions to alleviate the drawbacks of current models,which can be seen as references for future development of this topic.