Study On Cultural Conflict In Transnational Marketing In The Film Industry

Along with the accelerating globalization process, the international competition of allindustries is becoming increasingly fierce. As an important part of China’s cultural andcreative industries, the film-television industry plays an important role in realizing thetransformation of our country’s economic growth mode, and especially in its powerfulcommunication content and communication effect. All these together have greatsignificance for enhancing China’s cultural soft power, presenting our national culture tothe world, and constructing the national image. To obtain the real development, the filmand television industry not only needs to satisfy the domestic market, but also requires"going out" as well as "bringing in" with the whole world in view.This paper is divided into five parts. The first part of introduction mainly expoundsthe research background, significance, methods and thoughts of this thesis. The second partis the theoretical foundation of this study, which summarizes the theoretical research of thetransnational marketing at home and abroad, cultural conflict in transnational marketing athome and abroad, and the domestic scholars’ studies on the cultural conflict intransnational marketing of the film and television industry. The third part is the highlight ofthis paper. By contrast with the American film and television industry, it mainly analyzesthe present situation and the solution countermeasures of the cultural conflict intransnational marketing of American film and television industry, and the present situationand the specific performance of cultural conflict in transnational marketing of China’s filmindustry. Moreover, it provides necessary background information to specifically solve the cultural conflict. The fourth part is the central part of this paper. According to the presentsituation of the cultural conflict stated in the third part, it tries to find out the specificreasons of the culture conflict, which mainly include three factors: cultural background, thefilm itself and the film marketing. The fifth part is the foothold of this paper. Based on thecurrent situation of the cultural conflict in the film and television industry stated in thethird part, this section endeavors to find out the concrete reasons for the cultural conflicts,and put forward corresponding suggestions and strategies to solve it.