Research Of Film Firm A's Marketing Strategy

As the fast development of film industry during recent years,the box office record has been broken through from annual box office to individual movie's record.The Chinese movie box office kept increasing quickly relies on the whole film industry's progress.The techniques of film projection and production has been improved a lot,and the construction of new cinemas and the increasing number of screen brought the box office more space for increasing.Also,the development of Chinese movies cannot ignore movie producers and distributors' development.Based on the industry's moving forward,many private film enterprises made their own achievement based on their functional marketing strategies.However,Chinese film's production and distribution still have some problems such as low quality which led to ineffective marketing.Film Firm A(FFA)is the research object for this paper.It studies FFA's unclear positioning,not matching audience's needs and wants,and ineffective marketing in its productions and distribution,and analyzed its domestic film marketing strategies.It provides new design for FFA's marketing strategies from production to distribution and release which is beneficial to film producers and distributors to lower investment risks and to increase ROI during the intensive competition in the early stage.Moreover,FFA could receive the maximum profit through its best movies by obtaining high quality producing,high technologies,and effective marketing development and promotion.This thesis uses various marketing theories including STP,4Ps,PEST,Porter's Five Forces,SWOT Analysis with different methodologies such as literature review,case study,information aggregation,and survey research.It analyzed FFA's current situation,designed marketing strategies for its current situation in order to solve its problems in domestic movies' production and distribution.Based on deep analysis,FFA should occupy some market share by positioning itself as a film firm for the youth and making them the most appropriate movies.At the same time,new strategies has been made by setting up its product,price,place,and promotion strategies.FFA shcould produce high quality movies by studying film type,story familiarity,celebrities,investment scale,movie system,and schedule to meet audience's needs and wants.And also,it should set up the ratio of low price limit and film proportion,perfect traditional distribution channels,combine new distribution channels to implement distribution strategies.Meanwhile,it should distribute advertising investment in promotion reasonably,plan public relations,increase film promotion,undertake price promotion periodically to increase domestic film box office and both FFA and film industry's development.Nowadays many online ticket platform appeared based one Internet growth.Online platforms bring faster promotion speed and broader promotion coverage.The online mode influenced ticket purchase channels and user analysis.For young people,it is easy for them to be impacted by online ticket platform as they are fond of accepting new things.So the promotional effect of online ticket platform's became the innovative point of this thesis.And the implementation of positioning theory also became the shining point of this thesis.By designing STP analysis and marketing strategies for FFA,its problems like unclear positioning,mismatch market needs,and weak marketing promotion will be solved so that FFA will be able to be clear with its positioning,strengthen its promotion.This thesis will bring reference significance to FFA and domestic movie production and distribution's marketing strategies.