[摘要]世界自从有了光，便有了影，而光与影的完美结合便是电影。中国电影从新中国成立后，经过百年的发展逐渐与国际接轨。最具代表性则为韩三平所带领的中影集团团队，他们摸索出了其具有独特视角和新颖手法的电影营销之路，使中国电影营销体系得以完善。因此，本文从中国电影营销现状出发，分析其特点与缺陷，进而以韩三平的成功营销策略为重，对电影市场韩三平独特的营销策略进行分析与解构，最后，由此及彼，谈一下如何从韩三平的营销策略得到启示，给予他人以借鉴。

[关键词] 电影营销策略；启示； 韩三平；

[Abstract] Ever since the light, the world then has the screenage. The movie is the combination of light and screenage. Since the foundation of new China, Chinese film has been through one hundred years of development, gradually acting on international connection. The most representative team is the team of the China Film Group leaded by Han Sanping. They make the Chinese film marketing system perfected by exploring a movie marketing strategy from a unique angle and in a new approach. Therefore, this thesis starts from the status quo of China film marketing, and analyzes its advantages and disadvantages. Exploration is made on Han Sanping’s unique film marketing strategy by utilizing his successful cases. In the conclusion, this paper discusses the revelation of Han Sanping’s film marketing strategy for further reference.

[Key words]  Film marketing strategy; Revelation; Han Sanping