一、困境与机遇传统电影市场的困境主要表现有:电影市场条块分割、地区版权垄断盛行、发行环节繁复累赘、营销成本居高不下、互相竞价竞争不当、国产影片高投入低产出等。这些新老问题的不断出现,归结到底,在于缺乏一整套科学有序的整合营销传播机制,使电影营销仍固守着过时的营销理论,无所作为。传统的中国电影营销基本表象有二:一是电影运作上的条块分割,制、发、放 First, the dilemma and opportunity Dilemma in the traditional movie market are: the film market segments, the prevalence of regional monopoly of copyright, the issue of cumbersome and redundant links, high marketing costs, competitive bidding each other, domestic video high input low output. The constant appearance of these new and old problems comes down to the end lies in the lack of a set of scientific and orderly integrated marketing communication mechanism so that movie marketing still clings to outdated marketing theory and does nothing. Traditional Chinese movie marketing basic appearance there are two: First, the film division of the operation, system, hair, put