The marketing model of movie marketing

The "integrated marketing" model is to link all related industries under the dominance of the circular network of information collection, argumentation, implementation and feedback, forming an intensive and efficient industrial chain operation mode. Specifically for the film industry, it is to integrate the production, distribution, release and related industries, and to establish a multi-branch profit model and capital recovery channel centered on film works.

In the early 1990s, the famous American scholar Don E. Schultz put forward a modern marketing method - integrated marketing communication (IMC), which has become a highly respected modern marketing model. "IMC is theoretically detached from the '4P' theory that occupies a central position in the traditional marketing theory, emphasizing the '4C' theory, and the focus of enterprise marketing communication thinking is changed from 'consumers please pay attention' to 'consumers please'. attention' to 'please pay attention to consumers' advocating a true 'consumer-centered' approach." The research group at Northwestern University, the birthplace of IMC theory, defines IMC as: "IMC takes all the contact points of the brand and other companies as information communication channels, with the goal of directly influencing consumers' purchasing behavior, and it is the process of starting from the consumers and applying all the means to make powerful communication. process."

First of all, we have to build a modern customer-oriented organizational structure and set up an efficient customer management team - IMc Center. The whole management model is the inverted triangle model of customer - grassroots management - middle management - top management, and IMC center is directly under the leadership of the highest decision maker, to ensure the timeliness and accuracy of information transmission. The IMC center is directly under the leadership of the top decision maker, which ensures the timeliness and accuracy of information transmission. In this way, the data collection and analysis of social statistics can be used to predict consumers' and potential consumers' desire to consume, satisfaction, loyalty and a series of market indexes, providing a solid operational foundation for the integrated marketing communication model. The analysis of the consumer database and the market prediction made from it should be carried out in all aspects of the operation of the film industry. Therefore, we should take the latest data provided by the IMC Center to the stage of script writing, i.e., selecting appropriate themes and stories according to the target market, determining the theme, style and type of the film, and then finalizing the draft and submitting it to the decision-making level of the group for consideration, which can then be based on the policy and the strategy of the group. The decision-making level can determine whether to make the movie according to the policy risk assessment, input and output prediction, and the current situation of capital operation. Once the movie is put into shooting, a set of publicity plan should be formulated according to the strategy of "light", "heavy", "slow" and "urgent". Scientific publicity plan, such as the adoption of bundled promotion and publicity, product sponsorship, film material shooting ads, joint promotions and other methods. In this regard, "Hero" can be called a model, in the pre-strategy stage adopted "blocking the news", "launching the "Origin"", "impact on the Oscars", In the early stage of the strategy, it adopted the tactics of "blocking the news", "launching "The Origin"", "striking the Oscars", and "boycotting the piracy publicity". Mainland audio-visual rights auction", and in the later stage of the strategy, it mainly adopted the methods of "theater marketing" and "combating piracy". Finally, it should be emphasized that the integrated marketing model is a cycle of the complex, in the final stage of marketing to collect marketing information, and timely feedback to the research, consulting departments, in order to update the existing consumer database, improve the information monitoring system, so that the integrated marketing cycle is completed.

The theoretical construction and market test of the integrated marketing model of the movie need to be gradually developed in the imitation and reference, but also inseparable from the support of hardware and software: that is, to solve the institutional level of the "two systems" - the establishment of a modern property rights system and modern enterprise system; business management facilities and modern enterprise system; modernization of business management facilities, strengthen the construction of hardware, such as computerized management system improvement; with modern management personnel, to provide intellectual support for the integrated marketing model. Therefore, the introduction of integrated marketing concepts, the establishment of three-dimensional cross-pollination of surplus and publication mode and ultra-stable business structure, is the current development of the film industry's entry point and focus.

A few years ago, "marketing" for the Chinese film industry is still a very strange word, is the "hero" let people feel the "marketing" charm, followed by the "ambush", (2046), "Kung Fu", "No Thieves" and other films competition is to make the world a better place. The next "Ten Sides of Ambush", (2046), "Kung Fu", "No Thieves Under Heaven" and other films competition is to make the marketing quickly appreciate. However, looking at the current situation of the world's movie marketing, China's movie marketing has only entered the age of enlightenment. Compared with the marketing of Hollywood movies, the gap is obvious. "Hollywood's marketing planning is based on scientific operation, they are not consulting on the basis of feelings and experience, but through rigorous market research and information analysis to design a complete marketing program. And the overall marketing level of China's film industry is not high, many film companies marketing behavior of casual and scientific weakness, do not yet know what is the real film marketing planning."