THE STUDY ON INTEGRATED MARKETING OF NEW YEAR FILM
ABSTRACT : Since 2000, the Chinese film market is continually expanding and the box office-the money is constantly rising, at the same time the foreign large stimulus is only a small factor. With the domestic co-productions of in-depth, the parochialism among Mainland movies、Taiwan movies, Hong kong films is diluted. Now that big productions, big stars and the large investments put into the film marketing make the film's development become the first contents to study. As the Chinese film is industrial management, the new year film should be given primary importance among priorities. We all know that Feng Xiao gang is the new year film's antecessor and “Feng 's New Year Movie” testified to the new year film's developing. Every year 's gross have made a breakthrough. It marks the new year film developing and marketing expanding. Not only the production of the new year film to achieve the international integration, but also its marketing ways are developing towards the latest ways, Its marketing shows the pattern of integrated marketing.
Papers in the introduction is carding the reason of the development of the new year film, and the film marketing's new trend. The second part of the paper explore ways of the integrated marketing of new year film. In order to the integrated marketing point of view, market research is the foundation of policy enforcement, indicate the main direction of the investigation and Integrated Marketing steps. Part three, through study the marketing case on Bodyguards and Assassins, unscramble its marketing actions、gross 、public praise and then demonstrate the marketing model of the current Chinese Commercial Blockbuster. Part four, by the above analysis, put forward the proposals about the problems and the development of the new year film. Finally, this article summing up the views on the full text, then outlook the future development trends of the new year film in simply.
Key words: Chinese Film; The New Year Film; Film Marketing; Integrated Marketing