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The Study on the International Marketing Strategies of Chinese Documentary

Author: ZhuZhenZhen
Tutor: TangXiGuang
School: Shandong University
Course: Cultural Industry Management
Keywords: Documentary International market Marketing Strategy
CLC: J952
Type: Master's thesis
Year: 2011
Downloads: 341
Quote: 0
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Abstract


After becoming a member of WTO, China is getting more and more integrated with the international society in the economic, political and cultural aspects. To introduct the world to China has equal importance to intoducting China to the world. Considering that the modern media are undertaking market transformation, while there is no domestic market,documentary, being a effective way to connect the world and China, focusing on the international market, and actively participating in the international competition, is a tangible and effective tactics.Being eager for learning a vivid and true China through the documentaries, the world market is thirsty for the accession of Chinese television program.But it can not realized because of variatry reasons.Comparing with the blooming market and henceforth commercialize run of the Chinese movies.TV programs and the variety show, the documentaries market is inanition, immature and hard to survive. Strictly speaking, the documentary market is not fully formed in China nowadays.It can not meet international needs due to subject matter and technical flaws.What’s more,China documentaries are not able to open international TV markets mainly because we are not doing well in marketing part.In market-oriented economy,to a large extent,marketing determines whether the product is successful or not,and good marketing usually attracts investment.In the area of international documentaries, marketing could accommodate the choosing of subject and producing to cater for foreign audience;marketing could also help to solve the problem of isolation of creation from market;and we also need marketing in order to diminish those so called "culture discounts" during outbound messaging.In a word, marketing is a bridge linking producing with presenting,also domestic market with international market,and plenty of practical problems could be easily solved as long as marketing is well done. With its successfull operation, China documentaries would move toward future prosperity and glory. After the analysis, this paper discussed the international marketing of the Chinese documentaries in respect to target market, trademark, Channel and localization under the marketing theory. More over, it is meaningful for the practitioners at home, by introducing the development characters of documentaries overseas, such as American, English and Japanese, and studying the successful strategies in international marketing from Discovery and BBC.

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CLC: > Art > Movies, TV Arts > A variety of movies,TV : divided > News,documentaries, documentary film
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