RESEARCH ON DEVELOPMENT STRATEGY OF THE CHINESE POST-MOVIE PRODUCTS
ABSTRACT: Development of post-movie products means the production, distribution, sale or other forms of the movie-related characters, names and events. It is also a high level of capital recovery phase in movie industry. Currently Chinese domestic movies industry is taking off from a quantitative change to a qualitative change, and the whole industry is continually exploring the surrounding industry and striving for greater profit and social influence. In this case, on the one hand the movie makers can achieve the funds repayment, and on the other hand, the Chinese domestic movie industry cluster will grow fast. As an essential industry with large profit and low risk, post-movie products development has been achieved for many years by many developed countries. Development of post-movie products is starting to grow up in China, and the appropriate development strategy with our national conditions has been neither into the system nor into the whole movie industry chain. This paper mainly shows the nowaday situation of the development of Chinese post-movie products, and summarizes the strategy proposals for Chinese post-movie products development in the movie industry chain according to the successful experience of developed countries.
Key words: Chinese movie, post-movie products, post-film products, development strategy