Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
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
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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
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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