| In the past five years,the most well-known expression that appeared to our eyes from the area of China cultural industry has undoubtedly been IP,the abbreviation of intellectual property.And due to a great commercial success made by foreign mature cultural IP operation in China,a large amount of investments had been invovled in a short time,and leaded to a booming development of the number of cultural IP.Among them,we need to pay attention to the popular online TV series "the untamed" in2019 and the movie "Ne Zha",which both had gained a good reputation in the overseas market.This has brought us a fact that some Chinese cultural companies had gained the ability to enter the global market and to chase the commercial value overseas.However,how to use the international marketing strategy to make high-quality IP to be more accepted by consumers from abroad and to root in the market of other countries has become a foremost problem for Chinese cultural companies who meant to be international.Based on this background,this thesis will focus on Marvel,the international marketing practitioner of IP marketing,which had exerted an outstanding influence on Chinese and even the global popular culture over the past decade,and explore its marketing strategy layout in China and to provide some relevant Chinese cultural companies with the marketing strategies for reference.By using the method of literature analysis systematically and case studies,as well as the combination of theories in strategy(PEST analysis,SWOT analysis,competitive strategy and strategic marketing theories,etc.),the research focuses on Marvel’s marketing practices in China from 2008 to 2019.The author found that the marketing strategy of Marvel in China had been through an obvious evolution in the different stages of localization in China.Early,it entered the market adopting with a global standardized marketing strategy to carry out the SO-growth strategy because the insufficient of target consumers.In the process of its continuous penetration into the market,due to the changes of China economic and social environment as well as the success of the early-stage marketing strategy,it carried out strategic adjustment in the process of going deeply into the market,and obtained the value growth of Marvel itself by combining SO-growth strategy with ST-diversified operation strategy.Further more,this thesis also analyzes the possibility of changing its future marketing strategy in China,which will transform to WO-torsional or WT-defensive strategy.And based on the above research,the author comes out three kinds of international marketing suggestions,which are suitable for the relevant cultural enterprises in China as references :to learn from domestic market experience and expand the coverage of overseas consumers,to seek overseas market strategic brand-marketing alliances and have a long-term strategic plan,to build high-quality IP and form cultural inheritance.These are expected to be helpful for the development of Chinese cultural IP marketing strategy in overseas markets.There are three main contributions of this thesis.Firstly,the research is combined with the author’s perception of brand marketing practice,focusing on the problems of a practical significance that cultural enterprises are urge to solve.Secondly,based on the comprehensive strategic and multidisciplinary perspective,this thesis enriches the case studies of foreign cultural enterprises’ marketing strategy in China.Thirdly,this thesis emphasizes the interactive relationship between marketing strategy and competitive strategy,demonstrates the guiding significance of marketing theories to marketing practice,which has a certain value for academic.However,due to the author’s limitation of work and research experience,it is difficult to analyze the marketing strategy of Marvel from all aspects.Meanwhile,the conclusion is not applicable to the international marketing strategy of all cultural companies in China,so it is necessary for relevant scholars to carry out further research. |
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