STUDY OF THE EXTERNAL ENVIRONMENT AND INSTITUTIONAL CONDITIONS AFFECTING MONGOLIAN FILMS’ ENTRY STRATEGY INTO THE CHINESE MARKET

Abstract

This article examines the external environmental and institutional conditions that shape the entry of Mongolian films into the Chinese market. Using literature review, policy-text analysis and industry-data analysis, it analyzes China’s legal-policy framework, industrial structure, audience consumption patterns and platform conditions. The findings show that China remains a large and active film market, but film import, content review, public-screening permits and distribution are still subject to high institutional thresholds. Therefore, Mongolian films should not rely primarily on direct nationwide theatrical competition. A more feasible initial path is phased and segmented entry through platform cooperation, film festivals, cultural-exchange screenings and localized pilot promotion.