Research on Marketing Strategies of Different Movies and Film Market

DOI

10.2991/assehr.k.211209.036How to use a DOI?

Keywords

movie marketing strategy; PEST model; film market development; Word of mouth and quality

Abstract

With economic development and the improvement of people’s living standards, the service industry, especially the film industry, develops and expands. In recent years, with the progress of the Chinese film market, film marketing strategies become an important factor in the success of films. This article mainly analyzes the current development of the film market by using the PEST model, the marketing strategies and results of different films. Finally, it summarizes the factors that affect the quality of film marketing. The research method is mainly through the collection of relevant literature and data to investigate the Chinese film market and specific films. Through research, it is found that the Chinese film market is in a stage of gradual development, the audience shows a younger trend. Movies that rely solely on celebrity traffic are no longer popular and the reputation of film is becoming increasingly important.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ye Chen
PY  - 2021
DA  - 2021/12/15
TI  - Research on Marketing Strategies of Different Movies and Film Market
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 218
EP  - 221
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.036
DO  - 10.2991/assehr.k.211209.036
ID  - Chen2021
ER  -