中国电影跨文化营销策略研究

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 中国电影跨文化营销策略研究
 ——基于韩国文化品牌营销模式的经验考察
 摘要：全球化背景下，好莱坞电影世界行销的产业战略已经成为了多数国家民族电影生存的最大威胁。中国是一个文化底蕴深厚、文化资源丰富的大国，但中国电影作为国家“软实力”还是处于弱势的，文化产品文化产品的对外输出特别是在电影的对外传播与竞争中，中国与那些发达国家还存在着巨大差距。尽管中韩两国电影的产业发展进程存在很大差异，但同处东方文化语境下的两国电影也存在很多相似之处，因此对两国电影的比较研究，既具有重要的参照价值，也具备现实的可操作性。本文详细比较了中韩两国电影产业发展的现状，细致剖析了两国电影产业政策的差异，努力在比较研究中为两国电影的相互借鉴提供参考性意见。
 关键词：跨文化营销 中国电影 韩国文化产业

THE CROSS-CULTURE MARKETING STRATEGY OF CHINESE FILM
 ---BASED ON THE BRAND MARKERTING OF KOREAN CULTURE
Abstract: under the background of globalization, the industrial strategy of Hollywood movie on world marketing has become the biggest menace to the existence of most national movies China is profund in culture as well as rich in culture resources. However Chinese movies, as one aspect of national soft power, is at a disadvantage. China falls far behind the developed countries in the export of cultural products, especially in the overseas publicity and competition of movies. Although there are many differences in the development of movie industry of both countris, there are also many similarities as both in the eastern culture environment. From this angle, the comparative study of movies of China and South Korea is of great significance for reference as well as of practice in reality. This paper specifically compares the current situations of development in both Chinese movie industry and South Korean movie industry and dissects the differences of policies in movie industry between two nations so as to give advice on borrowing ideas from each other as far as the movie is concerned with comparison researches.
 Key words: cross-culture marketing , Chinese movie, South Korean culture industry polic

目  录

绪论 1
第一章 电影跨文化营销概述 1
 第一节 世界市场电影跨文化营销 1
 一、何为电影产业 1
 二、何为电影营销 2
 三、好莱坞电影跨文化营销 2
 第二节 中国电影跨文化营销概述 3
第二章 中国电影跨文化营销现状和问题 4
 第一节 中国电影跨文化销现状 4
 第二节 中国电影跨文化营销问题 5
第三章 韩国电影跨文化营销的经验及启示 7
 第一节 韩国电影产业现状 7
 第二节 韩国电影跨文化营销经验及启示 9
第四章 中国电影跨文化营销策略 9
 第一节 电影产业策划阶段 9
 第二节 电影产品生产阶段 10
 一 电影产品生产阶段的营销策略 10
 二 电影后产品生产阶段的营销策划 10
 第三节 电影宣传与发行阶段 10
结语 11
致谢 12
参考文献 13

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