Business Model and Marketing Strategy of the Film and Television Industry in the Omni media Era: Taking "The Wandering Earth 2" as an Example

Abstract

With the advent of the omni media era, the film and television industry has ushered in a new development field. "The Wandering Earth 2", a Chinese science fiction film, has created a phenomenon-level landscape with both popularity and reputation in the emerging film and television market after the epidemic. From the perspective of 4v marketing theory, it is found that the film has carried out differentiated marketing in production and narrative; it has obvious elastic functions in terms of mainstream expectations and multiple values; it has fully realized the added value in derivative markets and popular science communication; it has demonstrated emotional resonance in terms of culture and value, becoming a model of business model and marketing for the film and television industry in the omni media era in emerging markets. Therefore, while responding to mainstream expectations, it is necessary to pay attention to differentiated innovation, meet the flexible needs of audiences at different levels, further explore the added value of works, and create value resonance based on deeply caring for audiences' multiple emotions, to enhance the communication influence of film and television products in the omni media era.