Research On Marketing Strategy Of Y Company's Online Movie Project

In recent years,with the rise of Internet technology,online film has gradually become one of the mainstream forms of entertainment.For emerging industries,what kind of management model is very important for the long-term development in the future.This paper studies the film <Qi Men Dun Jia> launched by Y company from the perspective of marketing strategy.Using STP theory,this paper analyzes the market segmentation of enterprises and the choice of target market.Using 4P theory,this paper analyzes the current situation of product marketing and the problems of the current situation.SWOT analysis is used to explain the advantages and disadvantages of enterprises and projects,as well as the opportunities and threats in the marketing environment.PEST method is used to analyze the environment in macro marketing.According to the 4P theory,a questionnaire is designed and produced to investigate the audience's evaluation of the film <Qi Men Dun Jia> in four aspects: product content,price,channel and promotion,and analyze the marketing effect.Finally,based on the above analysis,this paper formulates the marketing strategy according to the current situation of online film.