A Study Of European And American Films' Marketing Localization Strategies In Chinese Market

In recent years,more and more people are paying attention to the development of the film industry.Data of box office are also very considerable.Under the background of globalization,cultural exchanges between different countries and regions are becoming ever more frequent.The film industry,as one of the culture industries,has sped up its pace of overseas expansion.European-American movies,with its unique advantages,are attracting the eyeballs of the whole world,and their foreign presence should not be underestimated.However,while being introduced into foreign markets,these European and American movies are encountering cultural shock and conflicts.In order to cater to the local demand,the overseas marketers of these movies have adopted marketing localization strategies.This thesis combines the theories related to both cross-culture,marketing and localization,and,based on the representative cases of European-American films,analyzes the Sino-western cultural differences and the obstacles and the challenges these cultural differences pose to the European-American movie marketers in the Chinese market,studies in detail the specific marketing localization strategies they adopted,explores the successes of these strategies and meanwhile puts forward further suggestions for the development of European-American films in the Chinese market.It is also hoped that this study can provide some revelations for Chinese films' going international.