The Brand Communication Strategy And Effects Study Of"Mahua Fun Age" Movie

With the continuous improvement of the industrialization of China’s film,the competition in Chinese film market has become increasingly fierce.Under the dual pressure of box office and reputation,the formation of excellent film brand has become a commercial problem for China film company.However,there are few outstanding film brands in Chinese film market nowadays due to the undefined brand positioning,single communication method and the lack of appropriate periodic planning.Up to now,the director brands of the fifth and sixth generation directors still take up half country of Chinese film industry.In such an industry environment,the emergence of the “Mahua Fun Age” movie brand is eye-catching.Nowadays,the “Mahua Fun Age” movie has achieved a double harvest in word-of-mouth and the box office.It is also the fastest emerging,most profitable and most successful Chinese film emerging brand in recent years.Therefore,the brand communication of “Mahua Fun Age” movies is a subject worth studying.This article adopts brand communication as the core theoretical perspective,combining brand positioning,brand life cycle theory,integrated marketing communication and other communication theories to carry out research on the brand communication of “Mahua Fun Age” movies.This study chooses the “Mahua Fun Age” film brand as the main research object,applying questionnaire survey and other research forms to discuss four main issues of this case: First,what is the “Mahua Fun Age” movie’s brand positioning(covers audience positioning,personality positioning,style positioning and core positioning).Second,what is the brand communication strategy at different stages of the “Mahua Fun Age” movie(mainly study the brand’s communication strategy and the marketing method of the works in three different stages including initial stage,growth stage and the mature stage).Thirdly,The communication effect of the “Mahua Fun Age” film brand(Mainly deal with three levels of cognitive effects: cognitive level,emotional level and behavior level).Fourth,what are the inspirations of this brand communication?The study found that the reason that “Mahua Fun Age” movie brand has become a leading brand in China’s film market in just a few years cannot be separated from it is precise brand positioning and communication strategy with staged objectives.Mahua Fun Age have successfully established its own film brand from the drama stage through several years ofeffort and take fully advantages of its drama brand to spread their film brand.Moreover,it always regards content as their core concept of brand communication.On the basis of ensuring the depth and the quality of the film work,Mahua Fun Age guarantees the continuation of its brand life cycle by cluster communication,symbolic communication,new media communication,interactive communication and other integrated marketing communication means.On the perspective of the effect of “Mahua Fun Age” movie brand,the efforts should be made to strengthen the branding promotion of “Mahua Fun Age” movie works so that the audience’s recognition of the “Mahua Fun Age” movie brand can be higher.At the same time,Mahua still needs to maintain the good reputation of word-of-mouth on the micro-blog,watercress and other online communities because the dissemination of new media platforms,especially the online community,is still the primary channel for the happy and twisted movies that the audience understands and contacts.Although the over-repeated cast and the low-profile plots of Mahua have disappointed some users,it’s still a promising movie brand for most audience,they said they will continue to support Mahua Fun Age and recommend it to friends.Of course,the successful case of the spread of“Mahua Fun Age”movie brand also inspires China movie brand’s communication.Looking to the future,Chinese film makers should stick to the concept that “content always first”,make good use of new media communication channels,clarify the genres and types of their own brands and make efforts to promote positive brand interactions so as to form a mature film brand communication system as early as possible.