Research On Strategy Of China's Movie Merchandising Industry

From overseas mature movie merchandising development model,its revenue can account for 70%of total revenue.As the world's second largest film market after North America,the vast majority of film revenue in China still comes from the box office and implanted advertising while movie merchandising has not produced economic and brand benefits,which means this business also has a huge value-added space.Although the emergence of a number of burst films has led the industry from product awareness to the entire industrial process,China's movie merchandising industry is still in its infancy and the derivatives industry chain is not perfect.In this paper,from the macro perspective,this paper uses PEST to analyze the favorable and unfavorable conditions for the industry from political,economic,social and technical environment.In addition,the layout of China's Listed Companies in the movie merchandising industry chain is described,including property rights protection,product design,authorization,IP acquisition and product trading.From the five links,seven dimensions are extracted to analyze and evaluate the Chinese movie merchandising industry chain and the causes of the dimension at a disadvantage are given.At the same time,this paper also focuses on foreign countries.At the same time,the author also focuses on foreign countries,expounds the characteristics of the development model of China,the United States and Japan,and makes a comparative analysis of the dimensional evaluation results of the movie merchandising industry in three countries to obtain the strengths and weaknesses of their respective development dimensions.As a result,foreign development experience and enlightenment to complement the dimensions of China's short board are given.At the end of the paper,the author puts forward four suggestions to promote the development of China's movie merchandising industry.First,the government should not only resolutely crack down on piracy by improving the technology of cracking down on piracy from the source,but also set up special funds for film industry to movie merchandising.Second,to make the movie merchandising industry more mature,not only the production companies should strengthen the awareness of licensing,but also the authorized parties should create or seek new sales channels.In the face of the potential demand of niche market,companies can adopt the mode of community customization.Third,since movie merchandising is not independent from the film industry,coordination and cooperation of all departments of the film industry chain are necessary,especially in marketing and brand promotion.Fourth,building and improving the third-party auxiliary platform,including IP evaluation institutions and resource integration platform,will greatly promote the development of China's movie merchandising industry.