Comparative Study Of Marketing Strategy Between "Love Is Not Blind" And"the Piano In A Factory"

In2011, the Chinese film box office success exceeded13billion, China’s film market has been in a high-speed industrialization process. Blockbusters at the box office repeatedly billion mark at the same time, small and medium-budget films by virtue of their own efforts to become the brightest spot of the Chinese film marke in2011, numerous achievements.One at the box office miracle audience and film professionals see hope for China’s small and medium-budget films.Small and medium-budget film "Love is Not Blind" is by virtue of its own strength and precise marketing strategy successfully defeated blockbusters at home and abroad.However, a lot of small and medium-budget films are able to survive in the market, a great of the small and medium-sized award-winning movie "The Piano In a Factory". Just because the defeat of marketing and eventually become the cannon fodder of the film market.In this paper, a comparative analysis of small and medium-budget films, the above two concern from the point of view of the marketing strategy for analysis.This paper first analyzes the current development status of Chinese small and medium-budget films in the Chinese film market, the focus will be on the comparison of these two films in the marketing strategy, positioning strategy, communication strategy and distribution strategy detailed comparison, trying to two the film comparison studies two movies at the box office reasons for the differences, in order to produce enlightenment for future generations of filmmakers.The text is divided into four chapters, the first chapter an overview of the current status of small and medium-cost positioning strategy from the two films are compared, mainly from the type of positioning of the film, the audience to compare. The third chapter is to compare the films of communication strategies, mainly includes three aspects, first, comparison of the publicity material. Second, the comparison of the network marketing. Third, the comparison of word-of-mouth marketing. The fourth chapter is from the two films release strategy compared compared mainly from the film schedule of choice, the number of copies of the film, and the film’s distribution channels, ultimately concluded.