Research On Film And Television Product Markrting Strategy

Since the realization of industrialization of Chinese film and television,the film and television brand has made great progress.However,it is worth noticing that Chinese film and television brand marketing has many problems,Therefore,in order to promote the further development of Chinese film and television industry,we should update the marketing concept of Chinese film and television brand.At the beginning,this paper analyzes the present situation of Chinese film and television brand marketing.Through the comparative analysis of 4P,4C,4R and 4V marketing theories,putting forward the 4V model of Chinese film and television brand marketing.The model is based on 4V marketing theory,and the Korean TV drama's successful marketing experience.Finally,the study put forward the marketing strategy of Chinese film and television products based on the 4V marketing theory in combination with the practical experience of Korean dramas.This study shows that the "4V marketing strategy" includes four marketing strategies,namely,variation,versatility,value and vibration,which can bring new development ideas for Chinese film and television industry marketing.Variety marketing strategy is to create a differentiated corporate image,differentiated market and differentiated products.Versatile marketing strategy discusses the central function,extensional function and additional function,which require film and television enterprises adopt different marketing strategy to different product,emphasize building a new media marketing platform to promote the varied development of marketing and pay attention to the combination with art and technology.Valuable marketing strategy researches the importance of production of the add-on film and television product,diversified construction of cultural influence of the film and television brand.Vibrational marketing strategy finds the relationship between film and television brand and the consumer from the interests,the needs and the emotion.Therefore,we can improve the audience's loyalty to film and television brand.