Research On The Innovation Of Film Fusion Marketing Model Under The Background Of The Internet

With the growth of people’s family income,the consumption market of culture and entertainment shows a rapid development trend,especially the rapid development of the film market.However,less than 1 / 4 of the nearly 1000 films produced each year can be successfully screened in theaters,and only about 1 / 3 of them can get good box office.The fierce market competition promotes the rapid development of Chinese film marketing in recent years The innovation of marketing mode is endless.However,the innovation of Chinese film marketing mode focuses on practical operation and ignores theoretical construction.Most of the innovation is in contrast to the change of marketing concept after Hollywood film marketing.The innovation of marketing mode and method lacks the support of marketing theoretical innovation,which doomed that Chinese film marketing still cannot walk out of the frame of Hollywood film marketing.At the same time,in the process of learning from the Hollywood film marketing model,the Chinese film marketing model is limited to the constraints of capital strength,human environment,technical means and other conditions,but also exposed unique defects and deficiencies.This paper attempts to find out the marketing innovation model that can change the lack of Chinese film marketing.Through the comparison between Chinese film marketing mode and Hollywood film marketing mode and SWOT analysis of the current situation of Chinese film marketing,this paper finds out that the main pain point of Chinese film marketing is that the increasing marketing cost forces many film companies to lose their channels of publicity,and the commercialized media publicity is increasingly forming a situation where a few large capital film companies monopolize the media publicity,which is not conducive to it Diversified development of film.How to carry out large-scale marketing at a low cost,break through the monopoly position of the propaganda of large-scale films,and let the films return to theessence of quality,has become an urgent problem for many film companies.After finding out the most urgent pain points in Chinese film marketing,this paper starts from the two aspects of the contradiction between marketing cost and marketing scale,and holds that the combination marketing of different marketing methods in a single link and the integration marketing of multiple marketing channels in different links are difficult to change the trend of the sharp rise of marketing cost,which leads to the thinking of whether cross-border cooperation can be achieved Starting from the business cooperation with the target,realize the externalization transfer of film marketing cost on the basis of win-win.The marketing mode of sustainable development can not be separated from the theoretical support.Starting from the marketing theory,this paper studies the "4C","4V","performance marketing" theory in marketing and the "4I" principle in communication,and designs the marketing innovation mode of cross-border integration of self media marketing and spot trading platform in combination with the needs of all relevant subjects of marketing.The innovative integrated marketing mode uses the thinking of sharing economy,the means of self-Media marketing and the operation mode of trading place platform to combine the movie box office revenue with the interests of marketing promotion personnel,transform the marketing cost into the future box office revenue dividend,and use the trading place platform to make it can be implemented flexibly,so as to attract many trading place users to participate in the movie Self media marketing,with large-scale self-Media marketing,breaks through the media publicity monopoly of large capital films,promotes the negotiation between film companies and cinemas,and drives the increase of film box office,so as to solve the biggest dilemma of existing Chinese film marketing.This paper creatively puts forward a new point of view that cross-border integration of unrelated businesses in different fields and objectives with win-win conditions,and on the basis of meeting the main needs of allparties involved in the cooperation,to solve the dilemma of Chinese film marketing.At the same time,the movie marketing mode designed to integrate the trading place can attract many trading place members to participate in the movie self-Media marketing through the characteristics of the trading place,and solve the movie marketing cost pressure by the new method of externalizing the marketing cost through the excessive box office distribution in the future.