Research On Marketing Strategies Of Domestic Ip Films From The Perspective Of Consumer Culture

In recent years,with the spread of consumer culture,the support of Internet technology and the rise of fan economy,domestic IP films have increasingly become the main box office of domestic films.In 2019,the film market has seen the emergence of a series of IP films that have been both successful and popular,such as “wandering the earth”,“the devil child of nezha”,and “you as a teenager”.However,in the consumer society,"wine is also afraid of deep alley",a film to be successful,in addition to the film quality,film marketing is also crucial.From the perspective of consumer culture,this paper provides strategic support for the marketing of domestic IP films.This paper takes the classic domestic IP movies from 2010 to 2019 as the research object,and uses text analysis,case analysis and comparative analysis to mainly study the following contents:Firstly,it explores the marketing value of domestic IP films in the context of consumer culture.From the competitive situation of the film market,under the influence of consumer culture,the prevalence of symbol consumption,the promotion of consumer market position and the transmission of IP film cultural value to answer why domestic IP films should be marketed in the context of consumer culture.Secondly,it explores the impact of consumer culture on IP movie audiences.Through the analysis of movie reviews published by users of douban.com and mtime,it is found that consumers,especially fans,have typical consumer culture characteristics when consuming IP movies,which is manifested as follows:one is the symbol consumption generated by the pursuit of IP brand psychology and the pursuit of idol star psychology.The other is the individual consumption resulting from the manifestation of individual taste psychology,self-identity psychology and group identity psychology.The third is the emotional consumption caused by the psychology of emotional experience and participation.Thirdly,according to the consumption characteristics of IP movies,this paper explores the marketing strategy selection of IP movies.In view of the symbolic,personalized and emotional consumption characteristics of IP movie consumers,this paper puts forward the marketing strategy,community marketing strategy and emotional marketing strategy of IP movie.In this paper,it is considered that IP movies should highlight and strengthen the connection with the original IP text when using the leverage marketing strategy,so as to maximize the transfer of original fans to IP movies.When using community marketing strategy,IP movies should utilize fans to realize the fission dissemination of film information,make good use of weibo topics to do "weak relationship" marketing,use WeChat platform to do "strong relationship" marketing,and use movie forum website to do word-of-mouth marketing.When IP movies use emotional marketing strategies,it is necessary to strengthen consumers' sense of participation and pay attention to consumers' consumption habits of seeking emotional comfort in the movie market.Finally,in the Internet era,IP movie marketing should make full use of Internet technology to further optimize the marketing strategy.This paper proposes that we should use big data to do precision marketing,make use of the network interest community to do emotional marketing,make use of the network community KOL to do relationship marketing,and organize online and offline activities to do topic marketing.