国上浒文通大学 The Marketing Influence of Theme Music in Disney Movies theme music on pricing can be divided into two parts:cost-plus pricing and value-based pricing. Cost-plus pricing is more flexible than has commonly been realized.When firms have constant or decreasing average costs,dynamic cost-plus pricing typically exhibits rapid convergence to the attracting member of a pair of fixed points (Hanson,1992).Cost- plus pricing sets the price according to the cost of production plus a profit.The investment into the theme music will certainly add production cost to movie,pushing up the price to some level.In our daily consumption,high price is usually the symbol of high quality and uniqueness,containing more creativity and techniques.And value- based pricing,which is based on what customers are willing to pay,has closer relationship with theme music because theme music can exactly cater to consumers' emotional demand and increase their preference to the movie,making them more willing to pay high price for the products.From marketing perspective,pricing focuses on the competitive position of the price in comparison to the value differences of the product to that of competing products in the fierce market. 4.2 The impact on place Place is about getting the products to the customers,and usually we can also think of this process as distribution.Distribution is the process of making a product or service available for use or consumption by a consumer or business user,using direct or indirect means with intermediaries.Generally,the distribution decisions include distribution channels,market coverage,order processing,transportations and reverse logistics.The purpose of a distribution channel is to make the right quantities of the right product or service available at the right place,at the right time (Pitt,Berthon Berthon,1999.As for film distribution,it is the process of making a movie available for viewing by the audience by determining the marketing strategy for the film,the media by which a film is to be exhibited and the release date and other matters. The choosing of theatre is absolutely important.To create on film a document of a transient reality is a conception quite unrelated to the purposes of theatre(Sontag,1966). The emotional reaction and viewing experience are greatly affected by the environment and facility of the theater,including screen size,furniture,sound effects and etc.Disney has the most extensive distribution channel in the entertainment industry.It also has a diverse network of channels to distribute their entertainment,much prior to its rivals.It owns ABS,ESPN and E!and also has its own movie studios and retail stores.That is to say,Disney movies are easier and more efficient to reach their target consumers.And -11-The Marketing Influence of Theme Music in Disney Movies - 11 - theme music on pricing can be divided into two parts: cost-plus pricing and value-based pricing. Cost-plus pricing is more flexible than has commonly been realized. When firms have constant or decreasing average costs, dynamic cost-plus pricing typically exhibits rapid convergence to the attracting member of a pair of fixed points (Hanson, 1992). Cost￾plus pricing sets the price according to the cost of production plus a profit. The investment into the theme music will certainly add production cost to movie, pushing up the price to some level. In our daily consumption, high price is usually the symbol of high quality and uniqueness, containing more creativity and techniques. And value￾based pricing, which is based on what customers are willing to pay, has closer relationship with theme music because theme music can exactly cater to consumers’ emotional demand and increase their preference to the movie, making them more willing to pay high price for the products. From marketing perspective, pricing focuses on the competitive position of the price in comparison to the value differences of the product to that of competing products in the fierce market. 4.2 The impact on place Place is about getting the products to the customers, and usually we can also think of this process as distribution. Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct or indirect means with intermediaries. Generally, the distribution decisions include distribution channels, market coverage, order processing, transportations and reverse logistics. The purpose of a distribution channel is to make the right quantities of the right product or service available at the right place, at the right time（Pitt, Berthon & Berthon, 1999. As for film distribution, it is the process of making a movie available for viewing by the audience by determining the marketing strategy for the film, the media by which a film is to be exhibited and the release date and other matters. The choosing of theatre is absolutely important. To create on film a document of a transient reality is a conception quite unrelated to the purposes of theatre (Sontag, 1966). The emotional reaction and viewing experience are greatly affected by the environment and facility of the theater, including screen size, furniture, sound effects and etc. Disney has the most extensive distribution channel in the entertainment industry. It also has a diverse network of channels to distribute their entertainment, much prior to its rivals. It owns ABS, ESPN and E! and also has its own movie studios and retail stores. That is to say, Disney movies are easier and more efficient to reach their target consumers. And