Under The Background Of Globalization Of Chinese Film And Television Documentary International Marketing Strategy Research

Film documentary commercial operation is a systemic marketing project, and currently which research is very little, especially on the international marketing competitive with foreign film documentary which is obvious. Therefore, how to use scientific research to develop effective marketing strategies is an important topic for the development of Chinese documentary.This paper uses the analysis of the current situation of Chinese film documentary as the logic starting point, and analysies the trends on the film documentary under the background of globalization. The first, with the increasingly fierce competition and the technology innovation, marketing theories and practices continuous to combinate. The second, new media communication methods are constantly emerging, such as network communication, mobile phone transmission. The third is that the traditional film documentary type appeares a renovation, and produces a new film documentary type. In short, in the context of globalization, domestic and international marketing strategy as well as the comparison of new communication technologies have become the focus of Chinese film documentary study on international marketing strategy. This paper also points out the practice characteristics of Chinese film documentary marketing, namely lacking of film documentary on the commercial value of the mining, lacking of market concept and idea, and lacking of marketing strategies, methods and means, and the concrete manifestation are:lignoring international target market depth analysis and demand mining; single marketing, publicity and promotion methodse are old; Chinese film documentary industry distribution channels is a weak link in the development. This article also summarizes the problems, namely laking the marketing operation, and analysises the problems by consumer demand diversity and SWOT theory.This paper presents the international marketing strategy of Chinese film documentary. The first is to take the customer as the center. The second is to improve the international competitiveness through a comprehensive marketing strategy. Use relationship marketing to build the international market sales channels, use integrated marketing to strengthen international marketing advantage, use internal marketing throughout the Chinese film documentary creation process, and use socially responsible marketing to enhance producer medium consciousness. The third is to build the core competitiveness through the brand marketing strategy, to do greatly strong in the production and distribution, to form a brand in the production, to establish a film documentary library in marketing,and to form the brand communication network of Chinese film documentary. The forth is the traditional media strategy transformation, including effective using of network media, mobile phone media, as well as the development of mobile phone advertisement strategies.