Advances in Economics, Management and Political Sciences

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Proceedings of the 3rd International Conference on Business and Policy Studies

Series Vol. 67 , 05 January 2024


Open Access | Article

Analysis of the Marketing Strategy of China's Film and Television Industry Based on the Background of Media Convergence -- Taking the Film "Wandering the Earth" as an Example

Shiting Zeng * 1
1 Southwestern University of Finance and Economics

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 67, 116-123
Published 05 January 2024. © 05 January 2024 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Shiting Zeng. Analysis of the Marketing Strategy of China's Film and Television Industry Based on the Background of Media Convergence -- Taking the Film "Wandering the Earth" as an Example. AEMPS (2024) Vol. 67: 116-123. DOI: 10.54254/2754-1169/67/20241276.

Abstract

With the continuous development of media convergence, the marketing strategy of China's film and television industry has been constantly enriched, and the marketing and media of the film and television industry have entered an era of deep integration. Media convergence has brought the expansion of communication platform and the innovation of content for the marketing of film and television industry. The film "wandering the earth" has been a great success in the Chinese film market. The publicity team behind it integrates media resources, disseminates high-quality content and makes important contributions to the film box office. Taking "wandering the earth" as an example, this paper uses the theoretical model of integrated marketing strategy to explore the marketing strategy of China's film and television industry under the background of media convergence from four deeper perspectives: content marketing, integrated communication channels, interactive marketing and the development of IP system. Finally, the article combines the existing strategies with future development, and puts forward the problems that need to be improved.

Keywords

Media integration, marketing strategy of Chinese film and television industry, integrated marketing

References

1. Cui Y.X. (2022) Explanation of TV Media Marketing Strategies from the Perspective of Media Integration. Cradle of Journalists, 8, 78-80.

2. Philip Kotler, Kevin Ryan Keller, et al Marketing Management [M] Shanghai People's Publishing House, 2015

3. Wang S.Y., Shen Y.Y. (2013) Exploration of Cultural Marketing in China's Film and Television Industry. Modern Property (Midten-Day), 12, 95-97.

4. Min M.H. (2019) Research on Film and Television Brands of "Beijing Culture". Brand Research, 7, 76-78.

5. Zhou H. (2017) Analysis of the Integrated Marketing and Communication Model of Video Platform Film and Television Dramas-Taking Youku's "Three Lives, Three Lives, and Ten Miles of Peach Blossoms" as an Example. News Research Guide, 8, 100-101.

6. Du H., Song Z.J., Zhou Y.C., etc. (2023) Four Level Interactive Marketing Model and Key Strategies. Business Economics, 5, 96-98.

7. Ouyang J.Q. (2020) Analyzing the Development of Science Fiction IP in China from the Perspective of the Whole Industry Chain: Taking "Wandering Earth" as an Example. Today's Media, Volume 28, 113-115.

8. Zhang H. (2017) Research on the Development and Operation of Clothing Brand IP in the Context of "Internet Plus". Silk, 11.

9. Bruce L. (2022) Research on Film and Television IP Operation Under the Background of Media Integration. Popular Literature and Art, 20, 90-92.

10. Yi J.Y. (2020) Research on IP Cross-border Marketing Strategies Based on Fan Economy. Technology Communication, Volume 12, 117-118.

11. Xu H.Y. (2023) Exploring the Integrated Communication of Cultural IP from the Marvel Universe, Cultural Industry, 9, 58-60.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 3rd International Conference on Business and Policy Studies
ISBN (Print)
978-1-83558-265-7
ISBN (Online)
978-1-83558-266-4
Published Date
05 January 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/67/20241276
Copyright
05 January 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated