Research on Marketing Strategies of Domestic Movies under the Perspective of 4V Theory: Taking “Full River Red” as an Example

Maynooth International Engineering College, Fuzhou University, 350100 Fuzhou, China

^* Corresponding author: XIAOYAN.ZHENG.2022@MUMAIL.IE

Abstract

With the increasingly updated development of Chinese domestic movies, China’s future movie market has great potential for development. More and more Chinese people tend to walk into cinemas in their free time and pick interested domestic movies to watch. This article argues that effective marketing strategy is an indispensable tool for each movie to reach the audience and improve the market competitiveness, and the 4V marketing theory represents a novel approach to marketing that optimally addresses the varied and individualized growth requirements of the modern age. Based on 4V marketing theory, this article analyzes the successes of the marketing strategy and makes suggestions for the shortcomings of the movie “Full River Red” based on the four aspects of “Variation”, “Versatility”, “Value” and “Vibration”, taking the movie “Full River Red” in the Spring Festival of 2023 as an example. Suggestions are put forward, hoping that this paper can provide a reference for domestic movies to enhance their core competitiveness.