Research On National Image Building And Marketing In Chinese Films Under Co-subject Marketing Discourse

The image of a country reflects the culture connotation and history, is one important mark to distinct from other countries, in response to the national and foreign people to a country’s degree of recognition. Building a good national image for the rise of China is of great strategic significance.The research into common main marketing theory of discourse on the shaping of the state image and marketing research, pointed out that the national image is a subject concept, is more common subject construction and the shaping of the results. Long-term since, our country the construction of national image system is a National Center for single subject construction system, is not conducive to play a total of subject initiative and enthusiasm, resulting in a good image of China has not established. The author proposed the establishment of a common body equal participation in social network mutually embedded system, outside the state other than the main role and status are highlighted, focusing on the film as a main body in the building of national image and marketing status and the role of. The film can break through the barriers of time, have strong cross-cultural communication ability, by virtue of its unique artistic charm and image speech can influence character by environment, flexible and shaping the international image, creating national image and marketing co subject.The author attempts from the film and the shaping of the state image perspective, on the film were the subject position of the importance undertook elaborating, with all previous in the International Film Festival award-winning domestic films as research samples, combined with marketing, communication studies, international studies, film studies and other disciplines related to the theory, analyze the domestic film in shaping China’s national image of the status and existing problems, finally to China Film Marketing national image shaping and total body discourse practice of marketing.In addition to the introduction and conclusion, this thesis is mainly divided into four parts:the first part is about the common main marketing discourse to national image marketing and the shaping of the theoretical analysis, the concept of national image, a total of the main marketing discourse connotation was done to define; the second part discusses the film became a common subject of national image construction the theoretical basis, emphasizes the film as the main importance; third part to the four Film Festival award-winning movies as research sample, and analyzed the current situation of Chinese movies in the shaping of the state image condition and the problem; the last part of the article on the Chinese film is the main marketing discourse practice undertook discussing, reached national image building needs to be embedded in all main network of the nuclear conclusion, Chinese film and the responsibility and mission, the overseas marketing strategy, as well as other comorbid subjects should play the role of such problems are discussed.