Stephen Chow's Movie Integrated Marketing Communications Research(2016-2017)

Movie concept of integrated marketing communications had begun in the early1980 s,and then it developed and matured via Hollywood after flooding into China,so that it provides a concrete solution to the marketing of Chinese films.Although Many movie practitioners have tried a lot in marketing and marketing in the 21 st century,and tried to fit into the concept of integrated marketing communications in the movie marketing,but due to our country's late exposure to integrated marketing,and at the preliminary stage of discovery,especially in the preliminary exploration stage,It would be a major issue in the development of domestic films that how to effectively use integrated marketing communications and establish the integrated marketing communication operation mode of adapting to the Chinese market.Director Stephen chow "mermaid" theaters grossed 280 million during the Spring Festival in 2016 films,and ended with 3.389 billion of the total box office,landing in the top of Chinese movie box office champion throne;Director Stephen chow "westward journey v demon" t grossed 300 million during the Spring Festival in 2017 films,not only brushing again record high,but also initiating the history a single-day record,and shocking the whole film market sighs.The idea of this article took the Director of Stephen chow movie from 2016 to 2017 as the study case,from the case study,the text set out to establish model,focused on conducting a comprehensive analysis of the specific film of the integrated marketing communication strategy,used the theory of marketing,consumer psychology,communication and sociology,through specific case,facts and figures for the whole transmission process do deep interpretationof the analysis,stated the method of integrated marketing communications suitable for the Chinese market from the micro aspects in this paper,analyzed the implementating operation plan,and stated the domestic film obtained from this paper,so I hope that this paper can bring reference to domestic film integrated marketing communications.This paper described the research background and the research overview both at home and abroad,analyzed the method and significance of research at first;The second chapter summarized present situation of the domestic film integrated marketing,analyzed the difference between the traditional marketing and integrated marketing theory,as you can see Chinese film is not yet mature,it is still in the preliminary exploration stage,this chapter also focused on analysising each stage of marketing strategy of the director Stephen chow movie and combining with the case;The third chapter focused on analysising director Stephen chow movie mainly integrated marketing communication strategy from the core,the transverse and longitudinal combined with the specific case,;The fourth chapter summarized the advantages and disadvantages in the process of integrated marketing communications,illustrated the important role of the film integrated marketing communications;The fifth chapter summarized the mainland film integrated marketing communication problems and countermeasures in the process,and the domestic film obtained from this enlightenment of integrated marketing communications;The sixth chapter is this article conclusion.Combined with director Stephen chow's film az successful cases,this paper put forward to consumers as the center,as well as time,space,transverse,longitudinal integrated marketing communications operation,integrated marketing communications in order to establish as soon as possible to adapt to the Chinese market operation mode,improving the competitiveness of the Chinese films,as well as providing Chinese film marketing ideas based on the theory of integrated marketing communication,for their reference the creator,investors,and marketers.