Predicament And Breakthrough:Research On The Circle Marketing Strategy Of Chinese Art Films(2015-2020)

As the economy of China shifts to the development track of innovation-driven and endogenous growth,the Chinese market enters the fine operation mode,and the segmented market for different vertical groups arises at the historic moment.Social Internet allows the scattered public to reaggregate and distribute,forming a small group with a high degree of culture or interest identity,and the circle economy gradually rises.Based on this historical background,the previously weak and loose art film fandom circle has gradually become consolidated and stable along with the establishment of self-established civil organizations such as Houchuang Screening,the national policy response such as the birth of the National Art Film Screening Alliance,and the construction of network platforms such as the launch of Aiyi City.It is extremely urgent to re-examine the promotion and dissemination of domestic literary films from the perspective of circle marketing.Between the above,this research focused on domestic art films,it is base point with between the circle marketing,and combined with communication and marketing related theory,based on the author’s personal experience and first-hand information from the participatory observation of Douban,Taopiaopiao and other platforms as a fan of art films,this paper first analyzed the marketing status quo and marketing dilemma of domestic art films;In order to understand the audiences in the circle of domestic art films,this paper adopts the method of questionnaire survey and interview to investigate the circle portrait,movie-watching behavior preference and group characteristics of the audiences of domestic art films,and through the sample study of the two representative films Long day’s journey into night and Youth,it is preliminarily concluded that the concept of integrated marketing communication can help the domestic literary films to achieve the transformation from “stock” audience to “incremental” audience in the circle marketing process;Finally,in the research of circle marketing strategy,the author finds that the circle marketing of domestic art films should start from confirming and gathering the core audience,further solidify and expand the circle through the production and dissemination of circle culture,and finally extend the circle with the help of the power of key opinion leaders to realize the resonance of inner and outer circle layers.