中国电影的营销策略研究

Chinese Movie the Film Marketing on the Conformity

拥有全球五分之一电影市场的中国是有着巨大的吸引力和发展潜力的。但加入WTO之后,国际电影业前所未有的冲击及国内电影频道的日益专业化,VCD、DVD等的多样化生产与多元化营销,网络在线收看的不断便捷化都将使中国电影市场面临着巨大的生存压力。本文就电影市场中至关重要的营销环节做些研究和探讨,以期让中国电影能够摆脱“在夹缝中求生存”的尴尬局面。

China , which possesses 1/5 of film market in the whole world, has huge attraction and potential of development .But after joining in the WTO ,the Chinese film market has faced with hugely existential pressures that come from the international film industry’s unprecedented power lash ,the constant specialization of domestic film channel, the various production and the plural marketing of VCD 、DVD and so on ,and the constantly convenient online-watching .as a result, this thesis is to make some study and inquiries into the marketing which links utmost importance to the film market, in order to let the Chinese film be got through from the difficulties of survival.