Comparative Studies On Sino-Us Films Marketing Strategies Since The 1990s

Since the 1990s, Chinese film industry has entered the era of globalization. Hollywood has invaded the world market at full speed with its solid industrial strength and a series of matured market operation system. Could the Chinese film industry borrow the successful Hollywood film marketing strategies to solve the current problems as shown in the course of our development? It is the purpose of this thesis to seek an answer to it through conducting a comparative study on Sino-U.S. film marketing theory and practice. A further analysis will be done on the films "The Incredible", "Hero" and "A letter from the unknown woman". In conjunction with industry economics, film theory, management studies, marketing studies and other academic theory, the author also pointed out the successful Hollywood films marketing strategies. The thesis ends with three proposals of film marketing strategies to be used in the future, so as to enhance the competitiveness of Chinese film industry and promote the rapid development of Chinese film industry in the frame-structure of globalization.The article consists of four main components: The first part is the integration of the 1990s American film marketing system summarized. Through brand marketing, international marketing, low-cost marketing, cross-media marketing, film marketing, the integration of multiple operating models, the Hollywood creates the myth of the film global expansion. The second part uses empirical law comparative studies, choice the typical marketing films in the Chinese and Hollywood films, such as "The Incredible", "Hero", "A letter from the unknown woman", study their marketing success for the Chinese film marketing strategy by providing empirical foundation and the basis. The third part studies the different causes in Sino-US film system, a comparative analysis of the operation of the film industry, in their analysis of the status of industrial development and marketing strategies of both the similarities and the differences, the Chinese film marketing research strategy macro basis. The last part pointed three marketing strategies in the future: brand marketing strategy, market development strategy, film and discriminatory pricing strategy to be the revitalization of the Chinese film market back.