Study Of India Film Communication Strategy From The Perspective Of Integrated Marketing Communication

In the environment of new media,there is a convenient platform to show the film’s charm to audience for the progressive and development of science and technology.And Integrated Marketing Communication Models is also a important way to expand the filmdom.At present,the filmdom has paid more and more attention to audience.In other words,the customer’s need is the most important factor in film.The filmdom take full advantage of internal and external resources to establish a unique movie brand.Nowadays,Because India filmdom have their own Integrated Marketing Communication,so it developed well.Actually,India and China have similar culture and custom in Asia.On this basis,this paper put forward two study question through the Theory IMC.The first question is how the Indian Integrated Marketing Models works through the Theory 4C.And the second one is what Chinese filmdom can learn from it.This paper aims at these problems to find out the strategy of integrated marketing and the useful lesson for Chinese film.This paper mainly use the IMC Theory to analyze integrated marketing communication strategies of India by audience targeting,cost,covenient,communiction.First of all,chapter one introduce the history of Indian development.The reason why Indian film is so successful is that India has an innovation system of IMC theory,it bases on integrated marketing and pay so much attention to the audience.Then,the chapter two discuss the integrated marketing of Indian film which is the main point of the his paper.This paper deeply analyzes the audience targeting,cost,covenient,communiction of Indian film by literature and theory.The chapter three is a conclusion about the integrated marketing strategy of Indian film to give a guiding for Chinese filmdom.According to the conclusion,we know that the main reason for Indian film’s success is centering on customers,and spread more movies.Therefore,the satisfaction and loyalty keep rising day by day.Finally,India builds its own brand.To sum up,the filmdom should put customers in center all the time,and step up publicity efforts to establish the loyalty with audience.