| Since the Chinese film has entered the process of industrialization, the filmbrand has developed very quickly and made lots of remarkable achievements. At thesame time, the marketing awareness of Chinese film industry has been strengthened.However, it cannot deny the fact that the marketing of Chinese film brand still hasmany problems. Therefore, it has great significance that update the marketing conceptof Chinese film brand in order to promote the development of Chinese film brand.At the beginning, this paper analyzes the present situation of Chinese film brandmarketing.Secondly, after discusing the marketing strategy of Chinese film brand byusing4V theory, the auther puts forword4V marketing strategy about Chinese filmbrand. Thirdly, according to take XuKe’s latest martial arts movie Dragon Gate FlyingA as an example, the auther verifies the successful application of4V marketing theoryin the brand of martial arts movies.This study believes that4V marketing strategy of Chinese film brand, which isvariation, versatility, value and vibration, can provide some new ideas for Chinesefilm brand marketing. Variety marketing strategy focuses on producing differentiatedproducts, subdividing differentiated market and creating different corporate image.Versatile marketing strategy disusses the central function, extensional function andadditional function, which require film enterprises adopt different marketing strategyto different Chinese films, emphasize building new media marketing platform in orderto promote the varied development of marketing and pay attention to the integrationof art and technology.Valuable marketing strategy researches the inportance ofproduction of the add-on film products, diversified construction of the price andtheater and cultural influrence of the film brand. Vibrational marketing strategy findsthe relationship between film brand and the consumer from the interests, the needsand the emotion, so that enhance the audience’s loyalty to film brand. |
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