A Study On Chinese Film And Television Franchise Industry Development Under The Perspective Of Consumer Economy

The economic value of film and television works is emphasized in the process of film and television industrialization.The way to diversify the income-generating approach of film and television products plays a key part in the process of film and television industrialization where emphasizes the economic value of film and television works.At present,China’s film and television industry seems to be prosperous due to the high box office revenue,the blooming of TV and online dramas as well as the Investment fever brought by “IP” development.However,the status quo of franchise market,for its limited financial contribution and poor interaction with video contents,doesn’t match the booming film and television industry in China,which does harm to the franchise industry itself and compresses the profit-making space for the whole film and television industry.According to the current situation of China’s film and television franchise products,this paper systematically analyzes the problems existing in the development of China’s film and television franchise industry through the "4Ps”(product,price,place,promotion)theory.After analysis,it is obvious that though the industry provides a wide range of products,most of them are designed for children.Sales channels vary but lack proper maintenance.Due to the lack of high-quality domestically produced film and television "IP",the value of film and television content is low and difficult to attach to the goods or services,which makes it difficult for film and television derivatives to be distinguished from ordinary goods,bringing pricing process into an awkward situation.In addition,in China’s film and television marketing system,franchise products which locates at the end of the industry chain,are often regarded as "supports" for video content promotion,so they are always ignored by film and TV studios.In order to solve the problem that is reflected in “4Ps” system,which can be concluded into that Chinese franchise products are still difficult to develop though efforts can be found everywhere on the film and TV industrial chain,“4Cs” framework,which presents customer,cost,convenience and communication,is used basing on consumers’ perspective.Due to the incomprehensive goods structure,many consumers can hardly find commodities meeting their needs.Some “IPs”,though with potential fans,do not have an franchise products business.Adding up with the problems brought by poor-maintained sales channel,Chinese fans are inconvenient to purchase their loving film and television franchise products.Also,effective after-sales service and consumer communication systems are not available for most of the Chinese “IPs”.Combining the analysis of "4Ps" and "4Cs",this essay considers the lack of high-quality "IPs" and poor “IPs” development is the key to changing the status quo of China’s film and television franchise industry.Therefore,“5R” model,which represents relevance,openness,responsiveness,recognition and relationship,based on Integrated marketing communication(IMC)is introduced.Referencing the business structure,especially “Parks,Experience and Consumer Products” branch,of the Walt Disney Company,this paper credits the success of Disney to outstanding contents development,business integration and customer service.In conclusion,the separation between the content value of film and television works and its commodity carrier,which is caused by disrespect to customers’ needs and the investment mentality of "quick success" is to blame for poor film and television franchise industry development in China.Addressing this issue begins with respecting the needs of audiences and consumers,and establishing a stable,sustainable,and responsive communication channel between producers and consumers.