A Study of the Marketing Strategy of <The Founding of a Republic>
ABSTRACT: This paper made the film "Founding of the Republic" as a case of marketing, from a marketing point of view of the film in-depth analysis. Combination of "Founding of the Republic" marketing practices, respectively, from the film's marketing system, marketing, marketing strategy thinking how the marketing of the film layers of analysis. Marketing system is a "body" is the cornerstone of marketing materials and marketing systems analysis, including the film's marketing system on the composition and profitability analysis model; marketing idea is the "soul" is the ideological guide marketing strategy, marketing ideas mainly film analysis of integrated marketing communication model; marketing strategy is a combination of marketing systems and marketing ideas to form marketing mindset is the "body" and "soul" final "shape", "Founding of the Republic" the most successful brand marketing strategy marketing strategy, communication strategy and product development strategy after the film. From the "Founding of the Republic" marketing strategy analysis, summarized the successful experience of the film. China's domestic film market with the status quo to do comparison, analysis of the current movie marketing in domestic abuse and lack of control, "Founding of the Republic," a successful marketing strategy, try to find out about the Chinese film market for ways and means.
Key words: The Founding of a Republic，IMC，Marketing Strategy，Audience，Market
