4I理论视角下国产女性题材电影营销策略研究

Research on Marketing Strategies of Domestic Female-Themed Films from the Perspective of 4I Theory

摘要: 伴随着“她经济”在国内的发展，国产女性题材电影同样展现出强大的经济潜力。国产女性题材电影在媒介融合广泛介入的当下，其市场营销策略的特殊性也有所体现。本文基于4I网络整合营销理论，通过案例研究对近年来国产女性题材电影的营销策略进行分析，本文得出在营销策略选择上通常采用“情感共鸣 + 趣味互动”的话题营销和结合产品联名展开场景营销两点共性，并针对营销物料和营销渠道个性化不足提出相应建议，为日后国产女性题材电影市场营销策略提供良好范本。

Abstract: With the development of “She economy” in China, domestic female-themed films also show strong economic potential. When domestic female-themed films are widely involved in media integration, the particularity of their marketing strategies is also reflected. Based on the 4I network integrated marketing theory, this paper analyzes the marketing strategies of domestic female-themed films in recent years through case studies. This paper concludes that the topic marketing of “emotional resonance + interesting interaction” is usually adopted in the selection of marketing strategies, and scene marketing combined with product co-branding is carried out, and corresponding suggestions are put forward to address the lack of personalized marketing materials and marketing channels. It provides a good model for the marketing strategy of domestic female-themed films in the future.