Comparative Study on the Film Cultural Marketing between China and the United States_英语论文

摘要

文化营销作为一种新型的营销策略，充分发挥文化的媒介作用，提高了产品的自身价值和竞争优势。电影是商业,艺术与大众传媒的结合，利用文化营销可以促进其长远持久的发展。

全球电影市场是检验一个国家文化软实力的战略要地。好莱坞电影不仅给美国带来了巨大的经济收益，更向世界传播了“美国精神”。中国电影产业起步较晚，电影产业营销尚处在一个起步阶段和较低的层次之中。

本文以中美文化营销为研究对象，通过回溯文化营销及电影产业的发展，发现中美文化营销中的共性。文章首先阐述了文化营销对电影业发展的重要性。紧接着，本文在全球化的大背景下，分别对中美的文化营销进行了分析，找出两者的不同和差距。通过借鉴好莱坞电影文化营销的成功经验，结合自身相对优势，得出我国电影文化营销的发展策略。

关键词：电影产业，文化营销，好莱坞电影，中国电影

Contents

Acknowledgements I

摘要 II

Abstract III

1  Introduction 1

2  Cultural Marketing and the Development of Film Industry 3

2.1 Definition of “Culture” 3

2.2 Cultural Marketing and Its Advantages 3

2.3 Three Levels of Film Cultural Marketing 6

3 Research on American and Chinese Film Cultural Marketing in the Process of Globalization 7

3.1 The Globalization of American Film Cultural Marketing 7

3.1.1 Brief Introduction of American Film Industry 7

3.1.2 Analysis of American Film Cultural Marketing Strategy 8

3.2 Analysis on Cultural Marketing of Chinese Film 11

3.2.1 The Brief Introduction of Chinese Film Marketing History 11

3.2.2 The Main Problems of the Chinese Films Cultural Marketing 12

3.2.3 The Comparative Advantage of Chinese Film Culture Marketing 14

4 The Inspiration and Reference of American Cultural Marketing On China 17

4.1 The Improvement of Cultural Connotation and Marketing Strategy 17

4.2 The Combination of Globalization Strategy and Localization Strategy 17

4.3 The Integration of the Film Industry Chain 18

5  Conclusion 20

References 22