动漫影视产品国际营销产品策略——基于科特勒营销理论的视角

The Product Marketing Strategy of Animation Films and TV Dramas in International Market——Based on the Perspective of Kotler's Marketing Theory

在国际竞争中,我国动漫影视产品存在故事原创和动画表达能力不足、动漫明星较少、差异化程度不高、文化折扣等问题。针对当前问题,从科特勒营销理论视角出发,在坚持顾客导向的基础上,探索动漫影视产品的国际营销策略,以创意十足的故事内容、与世界水平接轨的动画表达能力,坚持民族文化元素的差异化定位,以及不断提高的国际适应性来打造动漫影视精品,将有助于提高国际观众的顾客感知价值,促进我国动漫影视产品"走出去",传播中国文化。

After entering into the 21st century, China’s animation and cartoon industry has made a breakthrough developmentand the products of Chinese animation, TV dramas and films have gradually made achievements in international market develop.ment, in the international competition, however, there are problems in Chinese products of animation, TV dramas and films suchas insufficient original creative stories, inadequate cartoon expression, less cartoon stars, lower differentiated degrees, culturaldiscount and so on. According to the current problems, from the perspective of Kotler’s marketing theory, based on customer.ori.ented policy, China should explore international marketing strategy for the products of animation, TV dramas and films to developthe quality products of animation, TV dramas and films by ample contents of animation, by the global.level cartoon expression ca.pacity, by the differentiated position of Chinese national cultural elements and by continuously raising international adaptation,which is helpful to enhance the international audience’s customer.perceived value, promote the internationalization of China’sanimation films and TV dramas and spread Chinese culture.