Research on the Marketing Strategy of Barbie Based on the Chinese and German Markets

Abstract

“Barbie”, a film about women’s awakening, was released this summer. It stimulated discussions regarding women’s independent thinking among internet users and encouraged the economic growth of connected companies. Several well-known brands, including HM, Zara, and other apparel retailers, have seen the development of numerous ancillary products. However, domestic and foreign cinema markets should use distinct marketing strategies due to various cultures and concepts. As representations of Asian and European cultures, China and Germany have diverse historical backgrounds. In order to discover a more effective marketing strategy for the Chinese market and raise Barbie’s box office in China, this essay compares the different methods of marketing used in China and Germany and analyzes the factors that contributed to the lower box office in China. This will not only reduce the pressure but also concentrate the audience, choose to promote the film around the university, increase the sales of the female audience, and attract some male audience simultaneously.