THE CROSS-CULTURE MARKETING STRATEGY OF CHINESE FILM
---BASED ON THE BRAND MARKERTING OF KOREAN CULTURE
Abstract: under the background of globalization, the industrial strategy of Hollywood movie on world marketing has become the biggest menace to the existence of most national movies China is profund in culture as well as rich in culture resources. However Chinese movies, as one aspect of national soft power, is at a disadvantage. China falls far behind the developed countries in the export of cultural products, especially in the overseas publicity and competition of movies. Although there are many differences in the development of movie industry of both countris, there are also many similarities as both in the eastern culture environment. From this angle, the comparative study of movies of China and South Korea is of great significance for reference as well as of practice in reality. This paper specifically compares the current situations of development in both Chinese movie industry and South Korean movie industry and dissects the differences of policies in movie industry between two nations so as to give advice on borrowing ideas from each other as far as the movie is concerned with comparison researches.
Key words: cross-culture marketing , Chinese movie, South Korean culture industry polic
