Design And Development Of Domestic Movie Merchandise Industry Chain

According to the Twelfth Five-Year Guideline, annual growth of culture industryshould be higher than20%. By the end of2015, cultural industry shall be the backbone ofnational economic, and twice the output of2010. Movie industry belongs to the core partof cultural industry, but film industry output values0.032%of GDP, American films valueaccounts for1%of its GDP, which is31times of China’s. In China,90%income of filmindustry derives from box office, copyright, and advertising. Hollywood gains about30%of them, with70%from film merchandises. Merchandise in China is just emerging, mostproducers print the logo or images on T-shirts and toys, which are not exactly professional.My study is based on merchandise practices in and out of China. There is littlesystematic theory in merchandise, but there are related theories from economicmanagement field, such as: comprehensive marketing, value chain and pricing etc.Paper takes "Pleasant Goat and Big Big Wolf" as example, with Hollywoodmerchandising business model, process and promotion. After merchandise definition, Ianalyzed five aspects of the reasons for the weakness:①laws and regulations②marketaspect③manpower aspect④movie themes⑤capital aspect. And I defined9categoriesof merchandise:①audio and video②publications③customized products④imageproducts⑤prop products⑥building products⑦labeling and authorization⑧game⑨other commercial projects, such as fair etc. There are2ways of merchandise industry chain:①developed by producers;②developed by branding people.Box office is the locomotive of film industry, and merchandise brings huge profitinterest for film industry. Even when the film is off-show, merchandise will last film spiritand brand, making money continuously. My research is meaningful to the practical work.