Research On Internet Marketing For Film Product

The film industry paly an in important role in cultural consumption. By the end of2013, the number of films released in China reached824and the box-office revenues reached21.69billion RMB. At the same time, the investment in internet marketing increases gradually. The applications such as social website, microblog and portal site has become the major methods for film marketing. In the behavior of marketing, we need to consider the characteristics of consumer, film product and channel to obtain good results. Therefore, we have to make marketing strategy combine with the knowledge of marketing management, consumer behavior and internet marketing.The research is based on the combination of the consumer survey and the theory of4P and AISAS model. The data from internet survey indicates that the consumer get the film information from portal site and vertical website of film before release, and the usage of social website, search engine, film official website became more after release. In the same time, for junior consumer who is the majority of file users focus on the information of word of mouth and film advertisement, the senior user focus on the professional information. So that, in the time before release, the portal site should be the marketing channel for junior user, and the vertical website should be major method for senior user. The marketing strategy should turn to search engine, official website and online video, to provide more detailed marketing information.