Research On Marketing Strategy Of KF Film And TV Company’s Advertising Business

After entering the 21 st century,with the development of science and technology,the film and television industry also goes hand in hand,and economic progress makes people’s living standards gradually rise,so they have more time and money to spend on entertainment,but the related requirements also rise.As a cultural representative,the film and television industry has made a significant contribution to the development of China’s economy.Faced w ith the continuous updating of the market,China has also issued a lot of relevant policies.Its basic purpose is to promote the development of the film and television industry,restrict the industry mechanism,and make it continuously reasonable and perfect,so as to achieve the goal of healthy and sustainable development of domestic film and television enterprises,and reduce the external competitive pressure of enterprises.In recent years,with the further development of market economy,the intensification of competition among the media,and the gradual globalization of the domestic media market,film and television media advertising marketing is facing unprecedented challenges.Once the prosperity of the seller’s market and advertising hotspots no longer appear,the balance between supply and demand gradually tilts to the buyer.The management of film and television media is facing the pressure of decreasing advertising effect,decreasing advertisers’ price demand and increasing tasks.In this critical pe riod of transformation,advertising operators in various film and television industries began to actively seek relevant solutions,use scientific marketing means to manage advertising resources,market-oriented,customer-oriented,comprehensive implementation of marketing strategies,film and television advertising business began to develop to professional and standardized.The purpose of this paper is to study the performance of KF film and television company’s advertising marketing strategy,comprehensively analyze the existing problems of advertising marketing strategy,and put forward practical suggestions to further improve KF film and television company’s advertising marketing ability.This paper is mainly divided into seven chapters to elaborate the research contents:The first chapter is the introduction part,which mainly elaborates the background and significance of this study,summarizes the related research status of the predecessors,and then analyzes the research ideas of the full text;the seco nd chapter is the theoretical basis,mainly divided into two parts to elaborate,first of all,related conceptual analysis,including film and television advertising and marketing related conceptual analysis,and then introduces the brand.The third chapter is the analysis of the current situation of advertising marketing of KF Film and Television Company.Firstly,it introduces the basic situation and organizational structure of KF Film and Television Company.Secondly,it introduces the advertisements produced by KF Film and Television Company,and SWOT analysis of advertising marketing of KF Film and Television Company.The fourth chapter is the analysis of the environment.First,it introduces the advertising market of KF Film and Television Company.The market environment is analyzed,then the market environment of advertising audience is analyzed,and then the demand of advertisers is analyzed.Finally,the competitive environment of advertising marketing of KF Film and Television Company is analyzed by using Porter’s Five Forces Model.The fifth chapter is the problem analysis,and the problems and reasons in advertising marketing of KF Film and Television Company are analyzed.The sixth chapter is the suggestion of marketing strategy design.It mainly includes the suggestions of advertisement resource management and development,advertisement price making,advertisement marketing channel construction and advertiser service.At last,it puts forward the strategies of KF film and television company’s advertisement brand promotion and integration development.Chapter VII summarizes the research of this paper and puts forward the corresponding prospects.In view of the problems faced by film and television advertisements and the insufficiency of related research,this paper,based on the current situation of KF film and television company’s advertising marketing,attempts to analyze the factors affecting the final communication effect from various aspects.The particularity of the case follows the general law of the film and television advertising industry and summarizes the success of the film and television advertising.Marketing strategy is to make suggestions on film art,communication art and marketing art when micro-film advertisement is carried out by enterprises or products in the future.