การวิเคราะห์กลยุทธ์การสื่อสารการตลาดเชิงบูรณาการของบริษัทมาร์เวลสตูดิโอส์ จำกัด

Abstract

This study is the Qualitative Research to acknowledge strategies of the integrated marketing communication of Marvel Studios Company Limited through an exclusive interview and data collection on papers and other method relevant. The main population subjects are the eight movies produced by Marvel Studios Company Limited which have made the massive income of more than one billion US dollars since 2008 –2019 which are The Avengers (2012), Iron Man 3 (2013), Avengers: Age of Ultron (2015), Captain America: Civil War (2016), Black Panther (2018), Avengers: Infinity War (2018), Captain Marvel (2019) and Avengers: Endgame (2019). The target samples are influential personals about movies on social media and the experts in the field of film marketing businesses. The social media platforms used in this study are Youtube, Website, Twitter, Instagram and advertising signs. However, the sample movies were classified into two types; the solo hero type and the united team type. These two types mostly used similar integrated marketing communicative strategies, but only some used different ones. The study found that the movies of Marvel Studios Ltd. divide their integrated marketing communicative strategies into three periods which were pre-theatrical release, during-theatrical release and post-theatrical release. Advertising and news promoting via online and offline channels (Omni Channels) are the emphasized strategies in order to convince people to get interested in the movies. The main purpose of these methods are to promote product sales, thoughts and continual participation of the audiences so that they can create awareness of the target audiences and make them the brand loyalists.