从美国商业电影《速度与激情》系列在中国的营销策略看中美文化差异_英语论文

Cultural Differences Between China and America Viewed from the Marketing Strategy in China of American Commercial Film The Fast and the Furious Series

摘要

美国商业电影《速度与激情》是好莱坞最卖座的系列电影之一。《速度与激情》作为电影工业最出色的商业系列产品之一，在北美及海外市场都有很好的票房成绩，在中国的票房甚至一度超越北美。此系列在中国市场的成功一部分也得力于电影的营销策略，符合本土市场的营销方案很大程度带动了票房的增长。本文旨在通过该系列电影在中国市场的营销策略分析出其中表现出的中美文化差异和存在的中美文化差异问题，探寻出中美文化差异的成因和表现形式。

除去引言和结构，本文将分为五个部分，第一部分是对该系列电影的介绍，第二部分将列举出该系列在中国市场的实际营销案例，第三部分是对文化、文化差异和跨文化营销概念的基本介绍，第四和第五部分是本文的核心部分，分析出电影营销中存在的中美文化差异问题，归纳中美文化差异的具体表现形式和产生的根本原因。

关键词：《速度与激情》；中美文化差异；跨文化问题；电影营销

Abstract

The Fast and the Furious is one of the top-grossing film franchise in Hollywood. As one of the greatest commercial product in film industry, The Fast and the Furious series get excellent box office in North America and overseas, and the box-office receipts in China even beat that in America once. Indeed, the remarkable success of The Fast and the the Furious series in China partly owes to the efficient film marketing strategies. This thesis aim to analyze the cultural differences between China and America from film marketing strategies in China and explore the form and cause of cultural differences. 

Apart from the introduction and the conclusion, this thesis is divided into five parts. The first part is a brief introduction to The Fast an the Furious series. The second part is the marketing strategies in China of The Fast and the the Furious series. Then, the concept of culture, cultural difference and Cross-cultural Marketing will be explained in the third part. And the fourth and the last parts are the most crucial parts and emphasize on the form and reason of cultural differences between China and America respectively.

Key words: The Fast and the Furious; cultural differences between China and America; cross-cultural problems; film marketing