The Marketing Strategy Research Of The JZ In Europe And The United States Market

Entering the 21 st century,with the rising of the economic income level,people also constantly improve to spiritual pursuit.Especially the rejuvenation and international cinema,with the rapid development of movie and TV cultural communications between the film and television production company will no longer look limited in the domestic market,but actively seek to explore.The film is the enrichment and sublimation of life,the film industry is an important part of national culture industry,movie products export,either to a country’s cultural essence to foreign promotion and publicity,and can establish a fine image of power abroad.In 2001,the Chinese government started "go out" culture project,has been more than 15 years.During this period,many domestic film and television company through the national favourable policy boldly out of the door to the international market,has achieved good results.JZ,film and television company as earlier will film products to European and American markets private enterprises,on the way to the European and American markets operations,and experienced a lot of success or failure gain and loss,in order to better achieve its film products in European and American markets successful operations,its European and American markets operations as a research focus,this paper use the method of literature analysis,SWOT research method and interview method research methods,on the research achievements of predecessors,on the basis of comparison,integration,to review the research status at home and abroad and the dynamic.And on the basis of cultural trade related theory is analyzed,by collating relevant data,to master the current our country private film and television film products of the company operation and export situation,again through the SWOT analysis method to find the current JZ,film and television company in the process of product development to the European and American markets marketing strengths,weaknesses,sums up the existing problems,and finally combined with the knowledge,film products in European and American markets markets for JZ,film and television company operations put forward a set of good solution countermeasures.This thesis is divided into four parts,the first chapter is introduction,mainly in this paper,the paper research background and significance,research methods and research content;The second chapter for defining the relevant concepts,the latest research at home and abroad,the essay discusses the theoretical basis of dynamic and research;The third chapter mainly discusses the JZ film and television company’s basic situation,the film products in Europe and the market operation and management status of SWOT analysis and combined with the results of the analysis concluded that JZ,film and television company shall adopt the development strategy of;The fourth chapter in simple introduction on the basis of the domestic movie market in Europe and the us box office,with JZ,film and television company actual marketing case as the background,summarizes the JZ company its disadvantages when marketing in Europe and the us;The fifth chapter,through the analysis of the above with the reality of JZ,film and television companies and related theory knowledge,puts forward a series of film can effectively make the JZ,film and television company product marketing in Europe and the us could be carried out smoothly.