Dissertation
Dissertation > Art > Movies, TV Arts > Film,television, business organization and management > Circulation and screening

Marketing Strategies Research on Chinese Film Products in "Pan-chinese Culture Circle"

Author WuHan
Tutor NieYuanZhen;FengYiGuang
School Lanzhou Commercial College
Course
Keywords Chinese film product Pan-Chinese cultural circle International marketing environment International marketing stategy
CLC J943
Type Master's thesis
Year 2014
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Belong to cultural industry, the export of film product will help topublicize the culture of a country, and establish a good internationa image,what`s more,it can bring huge economic benefits. In recent years, Chinesefilm enjoyed a huge output increment, export volume also increased yearby year. But,as a major market,the situation of Chinese film products isnot optimistic.In fact,coutries in “pan-Chinese cultual circle” have anatural affinity with China,"Cultural discount " is smaller, while culturalidentity is higher.This advantage will make overseas marketing ofChinese movie more easier.This paper starts with the global marketing status of Chines filmproducts,deeply analyzes the macro-environment which concludeseconomic environment,social and cultural environment,political and legalenvironment,technical environment,as well as with industry competitiveenvironment.Then studys the markeing status and characteristics ofChinese film products in "pan-Chinese cultural circle".By analyzing theenvironment and the status quo,we find that countries in this marketenjoys a developed economy, a stable political environment and a culturalenvironment which has a strong affinity with China.On the otherside,markeing campaign in this markt is lagging behind,markeingchannels lacks,film marketing focuses on cultural exchange.There aremany areas that need to improve.So,finally this paper talks about the probably marketing stategy in this market for Chinese film products.Firstly a consumer-centric marketing campaign should be carried out,secondly a famous brand should be established, and finally all themarketing resources should be integrated to provide marketing supportfor the Chinese film product.

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