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                      建立电影院X的营销策略Build Marketing strategy for Cinema X

                      来源: www.koshiobi.com 作者:anne 发布时间:2019-06-27 论文字数:13527字
                      论文编号: sb2019062710102927002 论文语言:- 论文类型:-
                      Abstract摘要 我国电影产业发展较快,大部分观众蜂拥进入电影院观看电影,使影院的商业模式在案例研究中有所研究。中国电影市场一般在市场份额大小和票房上分为城市和二三线城市,一线
                      Abstract摘要
                      我国电影产业发展较快,大部分观众蜂拥进入电影院观看电影,使影院的商业模式在案例研究中有所研究。中国电影市场一般在市场份额大小和票房上分为城市和二三线城市,一线城市一般指的是北京、上海、广州、深圳等主要城市,二三线是围绕省会和县级城市。但在中国电影近两年快速发展的背景下,我们看到许多原本被称为二线城市和地区的崛起,市场容量和电影票房与一线城市相匹配,一些已经成为一线城市,例如去年在中国十大票房中的票房。
                      南京、杭州、成都、武汉、重庆等省会城市和直辖市。因此,有人认为,中国二三线城市正在成为2016年中国票房百亿元的核心动力。因此,案例研究希望对营销策略进行分析,并提出建议。
                      Film industry has developed faster in China, most audiences crowed into the cinema to watch film, so that the business model of the cinema would like to research in the case study. China's film market generally in what share of the market size and box office is divided into cities and second - and third-tier cities, first-tier cities generally refers to the main box like Beijing, Shanghai, Guangzhou, Shenzhen city, two or three line is around the provincial capital and the county-level cities. But under the background of fast development of Chinese films in the past two years, we see many originally called second-tier cities and regions have rise, market capacity and movie box office matches the first-tier cities, some have become the first-tier cities, for example last year at the box office in the country's top ten 
                      provincial capital cities and municipalities directly under the central government such as Nanjing, Hangzhou, Chengdu, Wuhan, Chongqing. Therefore, some people believe that China's second - and third-tier cities are becoming the core driving force for China's box office of tens of billions of Yuan in 2016. As a consequence, the case study would like to analyze, and give recommendation for the marketing strategy. 
                      Table of contents
                      Abstract 2
                      1.0 Literature review 4
                      1. 1 Introduction 4
                      1.2 Marketing strategy of small and middle-sized entrepreneur (SMEs) 4
                      1.3 What is strategy 5
                      1.4 What is marketing strategy 6
                      1.5 Industry and company analysis 7
                      1.6 Creation of the competitive positioning 8
                      1.7 Online marketing 11
                      1.8 Frame company strategy 12
                      1.9 Implementation 13
                      2.0 Methodology 13
                      2.1 Introduction 13
                      2.2 Research philosophy 16
                      2.3 Research questions 17
                      2.4 Research Approach? 17
                      2.5 Research Technique? 18
                      2.6 Methods of Data Collection 21
                      2.7 Sampling 25
                      2.8 Ethical considerations 26
                      3.0 Data collection and analysis 26
                      3.1 Introduction 26
                      3.2 Present of the finding 27
                      3.3 Finding 31
                      4.0 Limitation 36
                      5.0 Recommendation/conclusion 37
                      6.0 New Marketing strategy for Shouguang cinema 39
                      Reference 46
                       
                      1.0 Literature review文献综述
                      1. 1 Introduction引言
                      企业组织的目标是实现既定的业务目标,拥有良好的销售业绩,在市场上获得持续的竞争优势。为了在市场上取得良好的成功,企业组织制定了一个全面的计划,包括短期和长期的营销活动,使企业的销售增长,企业在市场上具有可持续的竞争优势。该综合计划涉及产品和服务的价值创造、销售和市场分析,以实现最大利润和客户满意度为目标,被称为营销战略。要使企业成功,必须通过检查当前的营销需求、客户导向、客户需求、竞争分析和市场研究,制定一个健全的营销战略。营销策略为公司保留现有客户群提供了机会,也为公司扩大新的市场群提供了机会,从而为公司带来了良好的利润(Grant,2013年)。本文通过对现有文献的考察,证明营销策略对实现积极的经营业绩至关重要,通过对不同营销策略的不同文献和定义,同时找出帮助X影院建立市场所需了解的基本要素。
                      Business organization aim to achieve the set business goals; have good sales and gain sustainable competitive business advantage in the market. To achieve a good success in the market, the business organization formulate a comprehensive plan which includes short and long term marketing activities so that the business sales increases and the organization has a sustainable competitive advantage in the market. This comprehensive plan dealing with value creation of product and services, sales and market analysis, with goals to achieve maximum profit and customer satisfaction is known as the Marketing strategy. For a business to be successful it is essential to have a sound marketing strategy by examining the current marketing needs, customer orientation, customer needs, competitive analysis and market research. Marketing strategy gives the opportunity for the company to retain its existing customer base as well as the opportunities to expand new market base, thus brining good profits to the organization (Grant, 2013). This work examines the existing literature to prove the fact that marketing strategy is essential for achieving positive business performance, through different literature and definition to different marketing strategy from general strategy at the same time find out what is the essential elements need to know in order to help cinema x build marketing strategy.
                      1.2 Marketing strategy of small and middle-sized entrepreneur (SMEs)
                      Mazzarol (2000) found that small business organization have huge prospectus and have a key role in the economic growth of the country. They have become an innovation hub, a source of reducing unemployment rates since the industrial revolution, particularly in developing countries.  Formal SMEs contribute up to 60% of total employment and up to 40% of national income (GDP) in emerging economies. These numbers are significantly higher when informal SMEs are included.  According to estimates, 600 million jobs will be needed in the next 15 years to absorb the growing global workforce, mainly in Asia and Sub-Saharan Africa (World Bank, 2015). From the number above we can see how important are SMEs for national economy. Thus, it is essential that the countries need to focus on promoting the growth of small and medium scale enterprises as a strategy for economic development and strengthen the country’s industrial base. But at the same time, when we talk about marketing strategy, SMEs always treat it as “expensive way”, and the owner of SMEs they always use tactical sales instead of strategic marketing (Mazzarol, 2000). It is because most SMEs they do not real clear understand strategic marketing, the main aim of marketing seemed to be to create sales. Marketing thought and practices cannot be regarded as being uniform within SMEs (Helen Reijonen, 2010). Especially in developing country, there is little about strategic marketing experience within the SMEs Company. 
                      According to Nicholas et al (2002), the implementation of the strategy often fails in small and medium scale enterprises. There are several general barriers relating to the constraint or hindrance of strategic planning implementation in SMEs. Some of them are from internal aspects like the lack of right communication, not having clear idea of employee capabilities, poor co-ordination etc. External factors like crises distracted attention from implementation have negative impact on the marketing strategy implementation (Beer and Eisenstat, 1996)
                      1.3 What is strategy
                      Strategy is a very common term in the business world. The terms have many meanings and there is no standard acceptable definition for it (Quinn, 1980). Among the widely accepted one is that the strategy is defined as the long-term goals for the business organization which contains the plans and set of actions to achieve these goals by allocating the resources and tasks in efficient manner (Kotler 1962).
                      Generally, a strategy comprises of clear goals, a sound understanding of the business environment, market, company core competencies, resources availability etc. It should also monitor the implementation plan to see whether the plan is moving as per the intended plan or are there any deviations. Regular monitoring of the implementation is thus highly essential. Moreover, business environment is dynamic so the business strategy needs to address the issues related to the changing business environment (Grant, 2013). The main components of the strategic analysis are the analysis of the external environment of firm and analysis of the internal environment of firm (Grant, 2013).
                      ........................................
                      6.0 New Marketing strategy for Shouguang cinema 
                      (1) deepen understanding of local situation and make investment cost analysis
                      Second and third-tier cities have been developing rapidly in recent years, and the land and housing prices of some cities, such as Ningbo, have been soaring. The cinema investigation first to make sure that the local government investment construction land use planning, policy and city development direction, this is a macro problem, but involves the whole city garment ChiZhuHang problems, all aspects must be attention. Second, it is the local land price and the current situation of housing prices. Therefore, it is important to consider the location of the movie theater, and then make a long-term estimate based on various factors. This will inevitably involve the cost of construction of the cinema. The third is the competition condition of the industry in the city. The fourth is to investigate the consumption level of residents, and then set an ideal price range according to their own brand image and value. Finally, consider the details of local workers' pay levels.
                      (2) start the brand line, and pay attention to the concept of brand culture to spread the brand more and more deeply in today's society. All walks of life want to do big and strong, need to build the brand that belongs to oneself, and can reflect the characteristic culture in the brand, can achieve the goal. As mentioned above, the brand culture of the earth cinema line is "let the movie return to the masses”. To disseminate this kind of culture, the earth cinema line from the price, business model and other aspects of efforts to achieve a wide range of cloth. And the poly cinema line is the concept of "building a boutique cinema", implementing the high-end brand culture, achieving the highest standard from all aspects, and making customers obtain high-quality viewing experience. It is also precisely the brand's accurate positioning and transmission, to the poly international film city of the people are not a few.
                      (3) highlight and improve the cost performance of movie tickets
                      Although the consumption level of residents in second - and third-tier cities continues to rise, consumption awareness and consumer desire are not comparable to first-tier cities in a short period of time. Therefore, the domestic cinema line wants to attract more audiences to the cinema, and must highlight the cost of the movie tickets, so that the audience's consumption can be satisfied. And as the market competition becomes fiercer, the cinema line wants to hold the seat in the market, improve the price of the movie ticket price is imminent. The value of movie tickets is reflected in the quality of service and the advanced degree of projection equipment. According to these aspects, cinema can improve the hardware facilities, and make the staff training, by way of the meager profit but high turnover on the short-term profit space compression, lasting profit for the future development.
                      First of all, the big movie theater should be reformed. The original old cinema design is too big, seat in two thousand, mostly due to the diversity of cultural entertainment, now cinema audiences had the very big, make a serious shortage of cinema attendance, the great waste of resources. In view of the above situation, it is necessary to retrofit the cinema, but the old cost is high and the space is limited. It is not conducive to the innovation of audio-visual environment and the value potential of mining resource endowment and land. Only in accordance with the current world cinema's high technological performance, multi-hall modernization, and multi-hall multi-function, can the space level be exploited and expanded. With digital multi hall as the core leisure culture, fancy paradise, catering, entertainment, shopping, parking facilities and other business models of blending symbiotic win-win situation, thus making high box office at the same time, a substantial value-added income, can we truly do make the value of the limited land resources expansion and extension, achieve the goal of value, is more conducive to absorb the social capital support theater reform development. At present, the lack of vitality in single-hall cinema is mostly difficult to survive. The multi-function multifunctional studio, which meets the new requirements of modern audiences for leisure, shopping and watching movies, can gather the flow of money. This is the new period. It will be better and more efficient. Just as the people in the town feel: walk east 
                      It's better to go to the movie city. Film culture, business culture, food culture and other organic combination interactive development borrow digital movie strength. Second, live fixed assets. Most movie theaters in the bustling downtown, traffic, transportation is convenient, the use of favorable conditions to carry out a variety of business channels, trying to dig the geographical advantages and on the basis of commercial value, either for the facade of rental, whole can also transfer, film transfer to developers of the company as a whole, again by the currency or new developers provide value fairly fixed assets, lack of new parts to loan payments. In this case, the movie company's assets are updated quickly and new assets can be put into use quickly.
                      (4) create flexible promotion methods and enhance horizontal interaction with merchants
                      In marketing, the cinema line has to interact crosswise with the merchants concerned. Such as China mobile, Unicom, the bank's credit card system, shopping center and entertainment venues and other businesses. Because the consumption of movies is mainly in the 18- to 35-year-old group, these people are almost always in contact with the above businesses, so it will be very effective to interact with these businesses. For example, once I went to a movie at poly international cinema, 60 dollars a ticket, you can see a movie, then you can go to the skating rink next door, the marketing will bring a surprise to customers and merchants cooperation. In addition, cinemas in the second and third-tier cities can also combine local features with featured merchants to plan promotions and promote local moviegoers.
                      Some theaters may consider cooperating with group purchase units if they do not have a strong propaganda channel, and use the powerful propaganda platform to promote the cinema. But the author does not think it should be too long. In the use of group buying to attract people, the cinema should be able to make use of the membership price strategy to become a permanent member of the cinema. Customers choose to buy bulk products because the price is cheap, and the cinema can attract customers in a short time if they offer more favorable prices. If the group buys 10 Yuan to buy a ticket, the cinema can take a membership card for the month to see the shadow only 8 Yuan. Group buying is basically a one-time behavior, and membership card is a long-term behavior, customers will think more profitable. The group purchase brings people to the cinema, and the movie theater USES the membership preferential fixed stream to achieve the accumulation of the cinema's own viewing people, leaving the status of the group purchase as soon as possible. When meeting the expected number of viewers, it should stop the group purchase cooperation and continue the customer's consumption desire with low membership activities. Membership is the basis for the box office rise, and it is the future of cinema to have more members. Ready market positioning, reasonable price promotion strategy, sufficient publicity, this is the new opening of the theater marketing success.
                      (5) deepen the study of the place of the cinema
                      Combining with the development of second and third tier cities, we must know clearly between cities development is little different, a lot of second and third tier cities due to the development of public transport is not perfect, private car ownership is not much, people want to go out to see movies may have to consider the location of the cinema carefully before deciding to, thus easy to cause a loss of customers."No matter how good a movie theater is, it's not as convenient as watching a movie at a nearby movie theater," believes many people. This means that cinemas should be thinking about the number of cinemas and the geographical location of the cinema. There are too many cinemas in the same area, which can cause excessive investment costs and the loss of fixed audiences. Too few will lead to market share and lower box office receipts. Of course, the specific situation also needs the cinema line to consider from the aspect such as brand positioning. From the general market, the small and medium-sized cinema line should be more intensive. That's how quickly you can grab a market.And one advantage of the small and medium-sized cinema line is that it costs much less than a large, high-end movie theater.
                      (6) create diversified marketing channels
                      As the market competition of the second and third-tier city cinema is becoming more and more intense, the single marketing channel and promotion method cannot meet the benefit demand of domestic cinema line.Cinema must be bold innovation, broaden the marketing channels, can cooperate with the domestic ticket agents, for example, by using the various sales channels, so as to improve the convenience of the ticket purchase. Online ticket cooperation with online booking system such as Taobao and Wechat 
                      Throughout the famous theaters in the hardware or software facilities, have invested a lot of costs, the private enterprise is trying to match up with it takes a lot of money, then in spelling but under the condition of hardware environment, only in geographical position and low fares to attract customers, with the development of the Internet, the bulk of the cinema through the online ticketing this link, has brought the very good publicity effect and flow, but in everything, in theaters and in the process of group cooperation, both sides have their own ideas,  The group wants to attract traffic through the cinema, to drive the consumption of other products, resulting in the middle of the profits. 
                      Cinemas, want to pass the group to bring more larger traffic, thus trying to draw in traffic will group member into its own customers, attract traffic also can produce other cinema of additional products profits. So who is the biggest winner in the group buying and cinema collaboration? According to the analysis of marketing: the group through its own advantages and new tickets for the cinema as a traffic entrance, is bring high economic benefits, and the cinema share of the profits is shrinking, can result in the group. Group buying traffic is quickly reduced, slowly by. 
                      The benefits of a large number of moviegoers are not only to increase the income of the sales department, but also to the relevant beneficiaries. The pre-screening advertising and rental business of cinemas can improve the negotiation conditions according to the change in number of people. Therefore, it is suggested that the cinema should not discuss the two businesses before setting up the price promotion, and then make an appointment during the promotion period. It is also suggested that cinemas should increase the number of other entertainment charges, especially in the absence of entertainment. Customers spend time waiting for a movie, and there are plenty of moviegoers in theaters, creating conditions for entertainment. Conditional theaters have to build their own business centers, such as coffee lounges, manicure areas, movie records, and derivative areas. These commercial districts are the growth points of future revenue, and the basis of this revenue comes from a large number of moviegoers. As long as there are a large number of moviegoers, the income of these regions can greatly improve the overall revenue of the cinema, and the profit margin is greatly improved. This subsidiary business is an important model for future cinema development. Therefore, cinemas should not only look at box office receipts, but should put the moviegoers in priority position to build the cinema's own commercial center. 
                      The purchase of the Internet to kidnap and operate is in the face of this embarrassing situation, some cinemas have chosen to develop their own online ticketing system or to cooperate with other platforms, such as cat eye, WeChat online selection and baidu online seats. 
                      1. self-developed online ticketing system is not to need to rely on the advantages of the third party platform, independent operation, independent development, not restricted, and the development of good would also allow other cinemas, to produce the profits. Big disadvantage is the cost of development, the Internet industry developing rapidly, product technology need to be constantly update and maintenance costs are large and important market operation is pain points, group on how to make a habit of customers to use movie theater homegrown online ticketing system is need to the long-term operation, guide the process of continuously. 
                      2. The advantage of other online selection platforms is that there is no need for any funds to connect with the online selection function, and meet the personalized needs of consumers with The Times. The disadvantage is that the platform is not operated autonomously, during which any changes in the third-party platform are not mastered. According to market analysis, the cinema homegrown Internet online ticketing system and has many years of hard operation management platform for the group, group purchase platform more complete variety, beer and skittles, single and cinema ticketing system products, only the ticket. And the product that the user wants is many, whole, essence, pay simple, convenient, quick. It will be a difficult and lengthy process for consumers to switch and cultivate consumer habits to guide consumers.
                      Multiple operations such as foods and drink to attract customers 
                      Internet product itself is the constitution does not change the theater business, but you can change the mode of Operation Theater, business model, and let the cinema to the promotion of the competitiveness of the local market, make management become more active, clearer, and more economical. Changing the way cinemas can't do and hard to do will shorten the time to spread. First cinema as fast away industry's largest flow entrance, the ticket profit is just one of them, a derivative of the cinema other additional product profit is the cinema is an important source of profits, as well as WeChat in traffic, for the king, flow entrance, there are user resources, even WeChat is free, but WeChat derivatives of other products is the largest source of profits, the cinema is in the same way, snack sales department, venue rental, cinema advertising is additional product profit value. 
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