Strategy Of Cultural Marketing On American Movie And Its Inspiration

The cultural marketing refers to a marketing way that makes factors of culture filter through the entire marketing process in the enterprise, raising attachment value of the products and services and more available in market exchanging, by the means of entrepreneur's profound understanding to the cultural surface structure(cultural carrier),the in-depth structure(cultural rule)and the significance structure(cultural connotation).The movie itself is a kind of special cultural products, which is concentrated on nature of commerce, art and mass media. The cultural marketing is the best way in movie spreading.Hollywood is the kingdom of commercial movies in the world. It is spreading all over the world at an amazing speed. What makes Hollywood succeed is following the basic rules in movie industry, adapting to the inherent circumstance of it, and making reasonable use of marketing modes in movie culture. However, the traditional China's movie lack a series of scientific and distinct marketing organisms, such as vertical division in the market, rampant local monopolization in copyright, burdened and complicated issue circulation, high-cost in the marketing, improper competition.Movie makers pay more attention to the products'exploitation and making, neglecting of the marketing and accompanied products' exploitation. The article tried to conclude the characteristics and experience in American movie culture on the basis of analysis about developing situation in Chinese and American movie marketing and the contrasts directed against specific case. Furthermore, brought up the comparable advantages towards China's movie development and tactics towards the cultural marketing.Simultaneously, we should also get the viewpoint that American movies are exporting culture along with the products, aiming at realize the globalization in American values. China's movie should also stand up its own culture, styles and schemes when drawing on the experience of America. It is the success that having the ability in attracting the others to imitate. So is the trend of cultural marketing in China's movie.