Study On Marketing Strategy Of The Imported Film Tie-in Book

In the book publishing industry, the way people read has changed, the film and television media as the public communication is important, increasingly attract people’s eyeballs. Therefore, some of the original literature after the release of the related film and television works after re-radiate brilliance, beat all the produce market effect. While Europe, the United States and Japan’s film and television work has been in the leading level in the world, along with the deepening of reform and opening up, the cultural exchanges between countries more frequently, imported film tie-in naturally become regulars on the list of best-selling book.In recent years Chinese book market sales of imported version film books include "Prison break" "Harry Porter" "House of cards" "Godfather" "A song of ice and fire" and so on, press did very well prepared in terms of marketing at home, use a lot of innovation method of work, in addition to the literary work itself value to attract readers, good marketing means more to be able to play the role of icing on the cake. However, not all of the film tie-in book have best selling, for example "lost" series of the TV audiece ratings were high, but the book had poor response.Imported film tie-in book have been hunted by domestic publishers. People are getting a big business and high profit from this competition. However, some restrictions are coming along with these foreign cultural products. For instance, high risky investment, high copyright fee, book market is being squeezed in order to increase movie box office performance. So publishers would not be earning without a professional market research, analysis and plan.This research paper is using huge numbers of theories and data analysis to define and explain domestic and external culture industry, features, and environment of the culture market. Some associated business cases will be used for supporting the research. As to improve a better and prosperous market, good suggestions and opinions are highly welcomed.