The Marketing Strategy Of Target Market Of Chinese Film Series

Stands aside by the individual movies, film series stands for a combination ofindividual movies which includes logical continuity. Being as a new stereotype ofmovie type, film series has became very popular around the international movieindustry and has became Hollywood directors’ first choice of making box bustersmovies in a very short time. Compared with the massive development of Hollywoodfilm series, Chinese film series develops very slowly. The reason for this phenomenonis the lack of analyzing on the target market marketing of Chinese film series whichmade by movie producers.Based on STP formula, this essay analyzes the problems facing the marketing ofChinese film series and points out solutions from three aspects: target marketsegmentation, choosing target market and positioning target market.There are three standards of target market segmentation of Chinese film series,which are audience characteristics, psychological characteristics of the audience andaudience behavior characteristics. Prior segmenting method and post-hoc segmentingmethod are the two segmenting methods. The steps Chinese film series’ segmentationinclude preparation and confirmation of target market segmentation standards, thecollection and classification of audience data, and choosing segmentation market.Potential amount of the target market, audience, purchasing power, market competitionand film makers target are the standards of choosing target market of Chinese filmseries. Film producers should choose undifferentiated marketing method, differentiatedmarketing method and the concentrated marketing method based on characteristics oftheir own resources, film homogeneity and market homogeneity. The facts which affectthe positioning of the target of Chinese film include audience satisfaction, competitoradvantages, as well as film producers’ advantages. There are usually three methods forpositioning target market of film series: filling method, coexisting method and thereplacing method.