Integrate Marketing Communication Research On Children's Film

Since 21 th century,from the improvement of production to the improvement of quality,from the creation of themes,the enrichment of types to the development and expansion of market distribution,the development of children's film industry in China has made great progress.Face to more than 300 million children of different ages in the country,children's film industry as an important part of the national film industry,undertake to serve for the Chinese children audience,enlighten children's minds,carry out aesthetic education and mental education and other important social responsibilities.In the wave of socialist market economy,it is worth discussing how to explore the marketization of children's film industry and how to balance social and economic benefits.The discussion of this kind of problem will help to promote the further development of children's film industry.Based on the experience of participating in the marketing and communication of the children's film "MAIDOU'S SUMMER",the author makes a case study on the integrated marketing communication process of the children's film "MAIDOU ' S SUMMER" by the ethnographic method.Then,the SWOT method is used to analyze the internal and external environment and to explore the way to improve the communication effect of children's films.This research adopts the method of cross-disciplinary research,puts the object of study in the realistic environment of market economy and information society to research and examine.This paper is divided into five parts:The first part is the introduction.Firstly,the background and significance of the research are discussed in order to grasp the research direction as a whole.Then,the research object and literature review were discussed,and the subjects were identified.Literature review is the basis and starting point of the research."Standing on the shoulders of giants" can be seen higher and farther.Finally,it is the theoretical basis and research method.The research methods used in the thesis are literature research,ethnography,case study and SWOT analysis.The second part is the analysis of the current situation of children's films.Paper through the analysis of children's film market marketing communication environment,namely,from the population environment,economic environment,political and legal environment,science and technology environment and social cultural environment to discuss the spread of children's film environment present situation.Children's filmdepends on the spread of the state,society and market environment and atmosphere.In order to make the study more realistic,the analysis of the transmission environment is necessary,providing background support for the later probe.The third part includes chapter three and chapter four.Firstly,from "MAIDOU'S SUMMER" production background and the present situation of marketing to the analysis of the two parts "MAIDOU ' S SUMMER" integrated marketing communications plan,and then spread from horizontal integration and vertical integration spread two dimensions for analysis."MAIDOU'S SUMMER" from the angle of the case of pattern is analyzed,and a thorough understanding of marketing communication strategy at the same time.We can analyze the communication strategy of characteristic,based on the summary of its successful experience and deficiency,laying the foundation for the analysis of detailed below.The fourth part includes chapter five and chapter six.Based on the "MAIDOU'S SUMMER" case analysis,by the point and the surface,the children's film market is analyzed on the basis of integrated marketing communications advantages(S),weaknesses(W),opportunities(O)and threats(T).Advantages analysis mainly from the policy,the campus,and the audience to talk about.Weaknesses analysis found that integrated marketing overall strength is not strong,the particularity of children's audience,and the industrial chain is not perfect.But in the new era the children's film is facing opportunities of the Chinese excellent traditional culture spread,the continuous development of children's theater and children's literature,and the development of new media marketing momentum.At the same time,the impact of foreign children's films on domestic children's films was also found.Subjectively,the quality of children's films produced in China needs to be improved.Through the research and analysis,we can find out the advantages and disadvantages of children's films in the communication,and take advantage of the opportunities to meet the challenges.Based on the SWOT analysis of the children's film integrated marketing communication,from the children's film creation innovation strategy,integrating the advantage resources transmission,playing a role of "opinion leader" and opening the feedback path of children's film and so on,try to explore children's film communication effect of path of ascension.The fifth part is the conclusion.This part mainly summarizes the research of the thesis,and points out the research deficiencies,and looks forward to research ideasand directions of the future.Children's film is an important way to improve the cultivation of Chinese children and strengthen moral education.How to make children's film to the children,and into the children's life,and realize their own value in the communication,is a proposition that is of great significance and realistic concern.It is also important to care for the healthy growth of teenagers.The research on this proposition not only has social value,but also has market value,which is conducive to promoting the prosperity of children's films in China and the world.In the exploration stage,children film integrated marketing communication requires that we should combine theory with practice,discuss problems in research,and summarize experience in practice.