Research Based On The Strategy Of Movie Marketing In China

In China, the onlooking movie was still the popular consumption one universal entertaining fashion, the audience treats movie's idea not to have the archery target change. But looking from the movie profession's angle, the Chinese movie had had the gradual drastic change recently in several years, the movie not only again was the sole domestic cultural consumable, it had already integrated in the globalized economy, became in the Chinese marketability economy an important part. Under the globalized economic background, the Chinese movie must gain the economic interest, the Chinese movie industry must enhance the competitive power continually, not only needs to build the national brand, the expanded world audience market, but must carry on the industrial conformity from the interior, the adjustment product mix, forms the collectivization the scale effect.The Chinese movie marketability's transformation is rapid, but the movie commercialization idea has a new look actually requires the quite long time, the domestic movie market foundation and the product pattern's improvement also needs the mature chemical combination physics and chemistry realizes unceasingly through movie product own development and the movie marketing. The movie marketing highlights its importance day by day, also had the very realistic significance regarding the movie marketing activity's attention and the research. This article uses determines the nature of with the induction method, elaborates to the thesis. Except introduction, full text single cent five parts: The first part elaborated movie's commercial attribute meaning, has divided into from the marketing study angle the movie marketing three stratification planes: Movie product marketing, movie brand marketing and movie enterprise culture marketing. The second part inspects the judgment looks back into the history which Chinese and the American movie develops, has analyzed the movie profession from the theory and the practice in the domestic and foreign development inevitability, elaborated from the commercial angle angle the Chinese movie develops achievement. In third, fourth part, through to Chinese and US's typical commercial case summary and the analysis, has proven the marketing in the movie profession manufacture, the release and the showing link plays the tremendous role. The fifth part in detail narrated the current China's market conditions, from the movie profession environment, the consumer community, the movie theater line and the medium choice and so on several aspects inspects analyzes the Chinese movie the question which exists on the commercialization path, proposed in view of its existence's insufficiency the suggestion and the view, compare the attention network to pirate downloading especially introduce regarding in the movie profession impact and the counter measures and the related Chinese movie implant the question which the type advertisement the commercial operation exists.