Research On The Marketing Strategy Of China's Movie Industry In Context Of New Media

The operation pattern of the Internet in China has been changed ever since a new concept was introduced to China in 2004---web 2.0. The emergence of this concept and its derivative new media products, such as blog, RSS, SNS community and podcast, brought about a profound updating to the Internet industry, and presented opportunities as well as challenges to the old communication model and marketing strategy. Audience within this new media environment are faced with more options, and more opportunities to participate, the role of audience are transformed from passive listener, consumer, receiver or target group to active seeker, consulter, viewer, feedback giver or speaker.In face of this new complicated situation, it is necessary to carry out an in-depth research into the new complex phenomena, problem,system, concept and point of view, and important to shed light on how the strategy of movie industry is changed by all of the above. When have a look at the movie industry in the US, Hollywood has already taken measures to cope with the upsurge of Web 2.0, and adjusted their Internet marketing strategy according to specific features of movie industry. However, as it is short since China's movie industry got to know this new concept, some Chinese filmmakers and publishers are not familiar with new media technology of Web 2.0. In the Web 2.0 Age, how to catch the eyes of net users, how to promote film with online marketing and how to apply new media technology in movie marketing strategy, etc.. These questions are now becoming advancing issues for Internet marketing strategy of China's movie industry.