The Research On The Chinese Heroes Movies Of Market Operation

Chinese heroes movies was born and developed from certain political system.With the industrialization of movies going further, these movies are faced withunprecedented development opportunities for their important roles in publicizingsocial ideology. On the other hand, they are facing greater market challenges whichhave never seen before. Starting from the aspect of the movie industry, this paperaims to find a solution of how are they going to make market breakthrough andaccomplish their cultural mission by the study of market operational characteristic ofthese movies.This paper has been finished in the research idea of making comparison from themacro aspect to the micro aspect, from the outside world to the inside world, as wellas from diachronic manner to synchronic manner and then providing suggestions.First of all, this paper has analyzed the exist environment of these movies. Volatileand complex environment in the market, concerning policies and culture has broughtabout both opportunities and challenges to these movies. What is more, this paper hasgeneralized market operational features in different stages of social development. Inthe transitional period of the planned economy, at the preliminary state of initiatingthe market mechanism and after the concept of movie industrialization has been putforward officially, movie on heroes or heroine has undergone changes from beingmonopolized by state-owned film enterprises to being allowed to private enterprises,from united publication of the China Movie to major publication of Huaxia ChinaMovie, and from robust group market to sluggish block booking movie-watching andso on. Furthermore, this paper has analyzed features manifested by movie on heroesor heroine in the production system of state-owned and private enterprises with a casestudy on the movies produced by the Xiaoxiang Movie Group and Jintao Media Group.Based on the above analysis, the paper has come to a conclusion that movie on heroesor heroine can not be competed with other movies in the market as it belongs to publiccultural product. Therefore, movie of this kind should follow the public andmarket-oriented path. In this way, we should, first of all, improve relative ways ofmanagement, establish government purchasing platform and carry out informationpublication and quality control. Then industrial chain should be improved, a system ofproducing varied products should be established, multi-dimensional publicationchannel should be opened and relative products marketing means should be applied. Only by the concerted efforts of the macro control and free market competition willmovie on heroes or heroine make progress steadfastly in leading the culture.