Research On The Target Market Selection Of Chinese Film International Marketing

In the context of globalization,the Chinese government has promulgated a series of policies to promote Chinese culture to the world and promote the development of cultural industries.Although the development of Chinese film industry has achieved remarkable results,the international competitiveness of Chinese films is still weak.Therefore,how to promote the implementation of the Chinese film "Go globally" strategy through the choice of international marketing target market has become an important part of enhancing the international competitiveness and influence of Chinese films.As a cultural product,the film should fully consider the influence of "cultural discount"when conducting international marketing.Based on International Marketing theory and Cross-Cultural theory,this paper takes Chinese film as the research object,conducts interdisciplinary research,analyzes the current situation and problems of Chinese film international marketing.Based on the Hofstede National Cultural Model,this paper studies the cultural differences and combines the cultural distance measurement methods of Kogut and Singh to calculate the cultural distance between China and the 17 major cultural products trading countries.The article empirically examines the impact of cultural distance,geographic distance,GDP,and business environmental risk index on the selection of international target markets by collecting data on international marketing of Chinese films.The results show that the international market target selection of Chinese film is significantly negatively correlated with cultural distance,significantly positively correlated with GDP of target country,and has no significant correlation with geographical distance and business environment risk index.After the empirical analysis,take "Kung Fu Yoga" and " Postmen In The Mountains" as an example to analyze the successful experience of narrowing the cultural differences and choosing the international market.Finally,from the perspective of management decision-makers,and based on the current situation of Chinese film international marketing,analyze the relevant influencing factors,and put forward the management suggestions for the selection of Chinese film international target market:using the method of Cluster Analysis to divide the international market level of Chinese film,it is suggested to follow the path of selecting from the first tier market to the third tier market,and deepen the Asian market along the"One Belt,One Road",developing European and American markets by co-production,and gradually enter a wider international market.