Research On Culture Marketing Strategies For Movie Products Of China

The important tendency of modern market economy development is the integration of enconomy and culture. under the economical and cultural integration tendency the market activity inevitably reflects the certain cultural characteristic. the consumer who has absolutely"the sovereignty" pays attention to not only the product's function for use, but alsothe cultural element which it containstakes to consumer's psychological ownership feeling with the social product increases day by day. Carefully examines the history of market theory, a remarkable character is factors such as value idea, society,thought, social relations and so on which the culture involves in and more important.The cultural marketing refers to the enterprise operators who use the cultural surface structure (cultural carrier), the in-depth structure (cultural rule) and the significance structure (cultural connotation) the profound understanding, seeps the cultural factor to the enterprise marketing entire process, the promotion product and theservice attachment value, better realization market exchange one marketing way.The movie products cultural marketing is an system project, has its inherent rule and the principle. The movie industry survival is the movie industry compete with other industry and inner commercial competition in the final analysis. The movie itself is a kind of special cultural products, which is concentrated on nature of commerce, art and mass media. The cultural marketing is the best way to spread the movies. Success with The Hollywood movie has followed the basic principle of the movie market, adapted the movie to the professional inherent environment, correcttly and reasonably utilized the movie product in certain culture marketing pattern. The success of movie products cultural marketing pattern depends upon the operation doctrine by no means which ossifies. Unifies the concrete situation, by the pattern of brand culture buliding and disseminating, the type movie goal market localization, caused the cultural marketing practice to fullfill creativity and flexibility. Chinese movie products marketing development present situation is the movie market division of vertical, the local copyright monopolyis in vogue, distributes the link complicated burden.The marketing cost stays at a high level, and mutually competetion is improper.The movie maker takes the movie product regards compare to the development and the manufacture more important , regards to movie marketing and latter movie product developing relatively weakly. Recently Chinese movies also appeared some positive changes in the marketing. Unifies the culture marketing the success practice of American movie products, analyse culture marketing question and the progress of Chinese movie products at present . Unifies the theorey of market subdivides with modern marketing study,analysis two kinds of movie pattern namely: New Year's greeting movie and knight-errant movie,which are comparely successful with culture marketing of our country movie products at present. Summarizes constructs the commercial packing and the cultural personal status in together, unifies developing the globalization and the localization, strengthens the cinema construction, developing the latter movie products to extend cultural marketing chain link ofmovie product,are the strategies for culture marketing developing of Chinese movie products.The movie industrilation becomes the the way that Chinese movie developing must be taken, The cultural marketing pattern for movie products has provided the basic guarantee for the movie industry success. The article carries on the real diagnosis analysis by using massive and accurate data in movie product marketing American and Chinese. Unified actual situation in culture marketing development of American and Chinese movie products, the contrast has analyzed the domesticand foreign movies products marketing present situation, and aimed at the Chinese special details to put forward the strategy proposal. It's expected that can help Chinese movie get success both zt home and abroad.