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营销策略相关论文范文,与对中国电影产业市场环境营销策略相关毕业论文格式范文
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pletoconnectwithmillionsofothersallovertheworld.Therefore,topromotemoviesontheIntercangetaneffectiveresultatthelowestcost.Inthisrespect,China’sfilmindustryshouldpaymoreattentionsonputtingpromotionsontheInterasaresponsetothistrend.Forinstance,filmenterprisescanbuildacooperationrelationshipwiththefamouswebsiteswhichhavealargeamountofbrowsingratestopromoteanewmovie.Moreover,theycanestablishanonlinemunityfortheaudiencestoexchangetheiropinionsaboutcertainmovies,orevenpresentsuggestionsandexpectationsontheindustry.
3.2.4Place
“Placeincludespanyactivitiesthatmaketheproductavailabletotargetconsumers”.Itisanextremelynecessaryelementforaneffectivemarketingprocess.RegardingthesituationofChina’sfilmindustry,tomaintainanunobstructeddistributionchannelforensuringmoviesareavailabletotheaudiencestothegreatestextentisoneofthemostimportantfactorsinoccupyingthefilmmarket.Therefore,filmenterprisesshouldcooperatewithlocaldistributorsindifferentregionstomakesurethatthereisnoobstacleinthisfactor,aswellastoseekfortheirhelptodealwiththeproblemshappenedinotheraspects.Ontheotherhand,filmenterprisesshouldlearnfromtheexpertiseandsuccessfulexperienceofforeigncounterpartsonhowtoexpandthecoveragerateofthefilmmarketaswell.
Chapter4:TheImpactandDevelopmentProspectsofWTOEntryOnChina’sFilmIndustry
ChinaofficiallybecameamemberofWTO(WorldTradeOrganization)attheendof2001.Theaccessionhasbroughtanumberofsignificantopportunitiestothedevelopmentbothineconomyaswellasotherindustries,andthereisnoexceptioninthefilmindustry.However,China’sfilmindustryalsohasbeenconfrontingmanychallengessincethemembershipofWTO.Forexample,inordertomeetthemitmentsofitsWTOentry,Chinesegovernmenthasmadetwoagreementsonopeningupthefilmmarkettotheforeigncounterparts.Firstly,aftertheaccession,20foreignmovieswouldbeallowedtobeimportedforreleaseonthebasisofrevenue-sharingandobeyingChina’sadministrationsonfilms,secondly,foreigninvestorswouldbeallowedtoparticipateinthedevelopmentofChina’sfilmindustry,but,withamarketsharelimitationofupto49percent.
4.1TheImpactofWTOEntryonChina’sFilmIndustry
Firstofall,WTOentrycanhelpChina’sfilmindustryquickenitsstepstowardsindustrializationandglobalization.WithmoreandmoreforeignfilmenterprisesbegantoinvestChina’sfilmmarket,alotofcapital,advancedtechnologiesandmanagerialexperiencehavebeenintroducedtotheindustry.Therefore,itismoreconvenientforChinesefilm-makerstoutilizeforeignresourcesintheprocessofproduction,post-production,distributionandexhibition.
Secondly,theincreasingforeignmoviesallowedtobeshowninChinesecinemashavegraduallybeeamainsourceofChina’sBoxOfficerevenue,whichevenreachedhalfofitinrecentyears.InordertoalterthisoptimisticsituationandenhancethepetitiveforcesofChinesemovies,in2001,anotherthreefilmgroupswereapprovedtobeestablishedbytheChinaFilmBureau(GUOJIADIANYINGZONGJU).Theyrespectivelyare:theSouthChinaFilmGroupwhichiscenteredonGuangzhou-basedPearlRiverStudio,theNorthwestFilmGroupcenteredonXi’anStudioandtheSouthwestFilmGroupwhichiscenteredonChengdu-basedEmeiStudio.
Thirdly,WTOentrymakeChina’sfilmindustrybegantorealizetheimportanceofsteppingupthefightagainstpiracy.AccordingtoasurveybytheChineseFilmArtistsAssociation,percapitaspendingoncinemaadmissionfeeseachyearisonly0.8yuaninlastdecade.MillionsofpeoplechoosetowatchmoviesonVCDorDVDplayers,andalargeportionoftheVCDsandDVDsarepirated.
4.2TheChallengesBroughtbyWTOEntrytoChina’sFilmIndustry
Basically,thechallengesbroughtbyWTOentrytoChina’sfilmindustrycanbesummarizedintothreeareas:
*Howtoprotectthenation’sownculture,
*TheoldChinesecinemasareinthesituationofbeingeliminatedbytheforeigncounterparts,
*Thedistributionsectorneedstobefurtherreformed.
Asakindofculturalproduct,movieisusuallyusedasamediumforexpressinganation’scultureandideology.However,afterbecameamemberofWTO,thenumbersofforeignmovies,especiallytheHollywoodblockbustersthatareallowedtobeshowninChinesecinemashavebeenincreasingdramatically.Asaresult,theWesternculturesaregraduallybeingdisseminatedamongmoreandmoreChineseaudiences,whichhavebroughtbothpositiveandnegativeinfluencestothem.Forinstance,someyoungaudiencesconsideredthattheWesternculturesaremuchmoreattractivethanChineseculture.Theyarefetishisticaboutthefigurescharacterizedinthosemoviesandalwaystrytocopythemasexamples.Therefore,China’sfilmindustryisfacingthechallengeofhowtoprotectthenation’sownculturefrombeingaffectedbytheforeignmovies.
Sincethesecondhalfof1990s,therehasbeenatrendthatmoreandmoreaudiencesfeelreluctanttogototheoldChinesecinemastowatchmoviesduetotheshabbyfacilities,poorservice,fogyishmanagementaswellasalotofinconveniencesgeneratedontheaspectssuchasbuyingticketsorparking.Ontheotherhand,sincethemembershipofWTO,foreigninvestorsgradually
营销策略相关论文范文,与对中国电影产业市场环境营销策略相关毕业论文格式范文参考文献资料：