A Study on Integrated Marketing Strategies of Film and E-commerce Platforms from an O2O Perspective

Abstract

The proliferation of e-commerce platforms has led to an increasing number of sectors integrating with e-commerce. This paper will begin by examining the conventional communication in the film and television industry. It provides an understanding of the communication methods used in current movie marketing through e-commerce platforms online to offline (O2O), based on the specific features of these platforms. These strategies can be categorized into three main areas: e-commerce platform sales and marketing, derivatives development and sales, and live and short video marketing. Simultaneously, it is divided into segments for the e-commerce O2O marketing approaches that align with the movie production process. Taking Movie as a case study, this paper will examine the function and importance of e-commerce O2O platforms in film marketing. Additionally, this analysis will explore how other companies might develop more effective integration of O2O digital theory and film marketing strategies. This thesis aims to enhance people›s comprehension of how the film and television business might achieve its own brand marketing by harnessing e-commerce O2O characteristics, as well as exploring the possible correlation between film marketing and e-commerce.