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

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.