Entertainment industry marketing

Author: Chen Haijuan
Publisher:
Publish Date: 2004-01-01
Features: The study of marketing in the entertainment industry remains an emerging field in China. For this reason, the author has extensively referenced existing overseas research in their writing, combining it with the operational environment and characteristics of China's entertainment enterprises to elaborate on the topic. Additionally, they have analyzed some successful and typical cases in the marketing practices of entertainment companies in recent years. The hope is to inspire further research on marketing in China's entertainment industry. In China, entertainment companies have significant room for growth and great potential, but the overall marketing in the entertainment industry still remains at abasic level. This book is a relatively rare specialized work on marketing in the entertainment industry in the Chinese market. It provides a detailed explanation of various marketing strategies that entertainment companies can adopt, including development strategies, market segmentation strategies, image strategies, pricing strategies, promotion strategies, service strategies, publicity strategies, franchise and chain strategies, and internal marketing strategies. Each section is supported by numerous case studies to enhance practicality.