| Abstract | 第2-6页 |
| 摘要 | 第7-13页 |
| Chapter Ⅰ Introduction | 第13-21页 |
| 1.1 Background | 第13-15页 |
| 1.2 Research Purpose | 第15-16页 |
| 1.3 Research Method | 第16-21页 |
| 1.3.1 4Ps and 4Cs Marketing Mix | 第17页 |
| 1.3.2 PEST Analysis Model | 第17-19页 |
| 1.3.3 SWOT Analysis Model | 第19-21页 |
| Chapter Ⅱ Literature Review | 第21-33页 |
| 2.1 Overseas Research | 第21-27页 |
| 2.1.1 Research on Film Marketing Strategies | 第21-23页 |
| 2.1.2 Research on Cultural Identity | 第23-25页 |
| 2.1.3 Research on the Influence of Cultural Identity | 第25-27页 |
| 2.2 Domestic Research | 第27-33页 |
| 2.2.1 Connotation of International Commercial Film Marketing | 第28-29页 |
| 2.2.2 Film as Special Commodity with Commercial and Cultural Characters | 第29-33页 |
| Chapter Ⅲ Present Situation of American and Chinese Film Industry | 第33-64页 |
| 3.1 PEST Analysis on Industrial Situation of Hollywood and Chinese Film Industry | 第33-49页 |
| 3.1.1 Political Environment | 第33-38页 |
| 3.1.2 Economic Environment | 第38-45页 |
| 3.1.3 Social-Cultural Environment | 第45-47页 |
| 3.1.4 Technological Environment | 第47-49页 |
| 3.2 International Marketing Performance | 第49-56页 |
| 3.2.1 International Marketing Performance of Chinese Film | 第50-53页 |
| 3.2.2 International Marketing Strategies of Hollywood | 第53-56页 |
| 3.3 SWOT Analysis Based on 4Ps and 4Cs Marketing Mix' | 第56-64页 |
| 3.3.1 Strengths and Weaknesses | 第57-60页 |
| 3.3.2 Opportunities and Threats | 第60-64页 |
| Chapter Ⅳ Suggestions to Chinese Film Marketing in Intercultural Context | 第64-75页 |
| 4.1 Adopt Brand Marketing and Product Positioning Strategy | 第64-67页 |
| 4.1.1 Create and Maintain Unique Chinese Film Brand | 第64-66页 |
| 4.1.2 Enlarge Brand Diversification | 第66-67页 |
| 4.1.3 Support Systematic Film Data Collection Activities | 第67页 |
| 4.2 Shifts from 4Ps Model to 4Cs Marketing Model | 第67-70页 |
| 4.2.1 Shift from Product to Consumer Demand | 第68-69页 |
| 4.2.2 Shift from Price to Cost | 第69页 |
| 4.2.3 Shift from Place to Convenience | 第69页 |
| 4.2.4 Shift from Promotion to Communication | 第69-70页 |
| 4.3 Reduce Cultural Shock | 第70-73页 |
| 4.3.1 Adapt to Universal Theme in Content Design | 第71页 |
| 4.3.2 Adopt Cultural Integration Strategy | 第71-72页 |
| 4.3.3 Promote Cross-border Cooperation | 第72-73页 |
| 4.4 Enhance Copyright Protection | 第73-75页 |
| Chapter Ⅴ Conclusion | 第75-78页 |
| 5.1 Research Findings and Implications | 第75-77页 |
| 5.2 Limitations | 第77-78页 |
| Reference | 第78-81页 |
| ACKNOWLEDGEMENTS | 第81-82页 |
