I从《十二生肖》看国产商业电影海外营销策略创新摘要电影，是当代社会最具影响力的文化传播形式之一。自改革开放以来，中国放宽了影视片的进口，越来越多的英文电影、译制片走进了中国的电影院、电视以及网络；同样，随着国产电影水平的提高，也有越来越多的国产影片走出国门，进入世界各国人民的视线，开始冲击各项世界奖项。这也就意味着越来越多的中国人、国外友人在通过电影这种宣传手段了解西方文化、中国文化，进行文化交流。 国产电影海外市场的发展相对滞后，如何拓宽国产电影的发展空问，需要进行系统的探索。中国商业电影对外传播中，传统的推广模式包括政府主办、商业宣传、民问活动和媒体等占据主导，同时在新媒体环境下的市场营销、不同媒介跨界合作等方面也取得了进展。真正意义上的国产电影走向世界，实现海外市场竞争，需要直面存在的一些问题，借助于走向世界的市场机制和新的战略，寻求国产电影海外发展的空问和潜力，真正实现国产电影的“国际化转型”。关键词：中国国产电影；文化折扣；海外营销策略； IIABSTRACTThe movie, is one of the most influential cultural form of contemporary society. Since the reform and opening up, China relaxed import video, film, more and more English dubbed into Chinese cinema, television and the Internet; also, with the Chinese movie level, there are more and more Chinese movies go out of the country, into the world people line of sight, began to impact the world awards. This also means that more and more Chinese, foreign friends in the film through the propaganda to understand western culture, Chinese culture, cultural exchange. In this particular cultural exchange process, cultural differences is a neglected problem. We can often see a foreign film in sales to China was the audience left out from the news, also in the domestic popular in overseas markets little-known film. The cultural difference is an important factor, even can be said to be a decisive factor.Different countries of the world and the nationdue to multiple aspects ...
