Research, Integrated Marketing Communication Theory-based Chinese Film Marketing Operation

China's film industry has evolved with such as marketing concepts behind the reality, how to learn from the marketing concept advanced study of a suitable for the chinese film distribution of chinese cinema into a marketing study of the top priority.Have combined marketing and propagated theory put forward the traditional 4p rewritten in marketing theory, and emphasizes the consumer, in the diffusion process, all the elements for integration, once spread to all for the same objective, spreading effect. Film as a highly dependent on the special product of the particularities of china and the mainland market, the special circumstances have combined marketing and propagated for convergence theory than any other products to more urgent.The first been have combined marketing and propagated and development of theory, content, content and the film have combined marketing and propagated theory research, further analysis of the chinese film distribution and its integration marketing history and the situation, we can see that chinese films have combined marketing and polarized development, that the cost of capital and salesmanship are more advanced, in actual marketing operation can use some of the more advanced mode of marketing and propagated ;the movie because of lack of funds, and business, marketing ways backwardness. On this basis, the traditional view, to spread funds for the classification standards, in chinese cinema into the integration and consolidation in the movies, chinese movies that have combined marketing and propagated is not be able to the centre carries through space and time integration insufficient to address the problem, clearly made by the consumer is the center of china film marketing and propagated and vertical and horizontal consolidation of the overall operation of thinking, and different types of movies have combined marketing and propagated operational thinking.The combination of the foregoing have combined marketing and propagated operations, integrated approach in the film, a little to integrate the movie and the stone as an example a case by case, can have combined marketing and propagated operational thinking in different types of the marketing of the play, based on have combined marketing and propagated theory of chinese film distribution operation is feasible, and for the operators and marketers provide marketing and propagated is based on integration of chinese film distribution operation in mind for their reference.