Research On The Development Status And Countermeasures Of China's Film Derivatives Industry

Paper based on the Chinese movie derivatives industry as the research object,through to the Chinese movie derivatives industry development present situation of carding and analysis,combined with the movie derivatives "Minions" and "Wuba" case study,to explore the development direction of Chinese movie derivatives.The thesis consists of four parts.The introduction part sorts out relevant academic background,theoretical basis and puts forward research method.The second chapter to the audience of Chinese movie derivatives,product category and the industrial chain as the breakthrough point,combing and analysis of Chinese movie derivatives industry development present situation,and puts forward corresponding solutions to the problems existing in the development of measures.Firstly,from the audience's perspective,the Chinese film derivative industry is based on the buyer's market,and the audience group has obvious stratification phenomenon.Secondly,from the perspective of product category,this paper analyzes the development status,category standard and market demand of film derivative products,and puts forward the diversified development strategy of "whole category".Finally,from the Angle of industry chain,for the future development of Chinese movie derivatives industry two possible modes,"embedded" mode and "integrated production mode were discussed,and analyzes the Chinese movie derivatives industry to study how to make use of the theory of industry economics itself.The third chapter focuses on two successful movie derivatives case-"Minions" and "Wuba",from the image interpretation and movie derivatives development from the perspective of marketing contrast analysis of the two factors of success and differences.By focusing on the specific case of film derivatives,the paper points out the shortcomings of Chinese film derivative development and marketing.Last chapter from the context of the current culture and consumption of Chinese movie derivatives,including culture film derivatives early development consciousness,the derivatives industry investment and financing the development of Chinese movie derivatives such as viable path.This paper argues that the movie derivatives is a kind of both commodities attribute and cultural attribute of culture,the movie derivatives industry development degree directly decides the development degree and the integrity of the entire film industry.At present,Chinese movie derivatives industry is still in the early stage of very immature,the dilemma of the Chinese movie derivatives industry development mainly lies in the potential consumer groups do not for the correct understanding and market segmentation,the industry chain and market development level there is a larger defects.However,for the cultural industry in the country attaches great importance to,the expanding of Chinese film market and industrial upgrading,the film industry derivatives consciousness awakening multiple positive factors,such as Chinese movie derivatives industry is worth looking forward to the future development.