Research On Influencing Factors On Customers’Behavior Of Choosing A Movie Theatre

Recently, Chinese film market is developing at a speedy rate. Both the number of movie theatre and box office in China are rising remarkably. But many problems still remain during the rapid development, such as insufficient people of seeing films, low average box office and little products closely connected with the films. So compared with foreign movie theatres, the level of management and profitability still has a huge gap. There are all sorts of reasons, including organization pattern, management tactics and government policies and so on. The previous researches about movie theatres’ profitability mainly focused on their business pattern only. Few made a thorough inquiry on influencing factors with empirical research from the point of view of customers as this paper.This paper started with current situation and present problems of Chinese film market. Based on empirical research, influencing factors that may affect customers’ behavior of entering into a movie theatre to see films are abstracted and then several marketing strategies were put forward. This paper consisted of five parts. The first part was introduction, which mainly told the research backgrounds, significance, methods and contents. The second part gave a review to relevant literature at home and abroad which set forth film industry chain, theory of consumer behavior and study on influencing factors that may affect customers’behavior of entering into a movie theatre based on customers themselves. The third part was empirical research. Firstly, based on focus groups interview and pilot study,18influencing factors that may affect customers’behavior of entering into a movie theatre to see films were abstracted. Secondly, questionnaires were handed out and gathered out of universities and movie theatres in Hefei. Thirdly, through exploratory factor analysis and confirmatory factor analysis, these18factors were grouped into5categories and then they were calculated and weighed based on factors’variance explained rate. The forth part was case study. A successful movie theatre—Wanda cinema was chosen to study its management tactics in order to test and contrast with the research conclusions of this paper. The fifth part was the conclusions, proposals and prospects of the research. Based on the previous positive analysis, conclusions and marketing strategies were put forward, and deficiencies were pointed out in order to decide the later research aspect.It was found by the research that18influencing factors were picked up which may affect customers’behavior of choosing a movie theatre and then they were grouped into5categories. These5categories were, in a descending order, propaganda guidance, reasonable price, convenience, personal preference, and environment promotion. That meant propaganda guidance and reasonable price were the primary influencing factors which may affect customers’behavior of entering into a movie theatre to see films, and environment promotion was the least important factors. Factors of convenience and personal preference could promote, to some extent, customers’entering into a movie theatre to see films. Finally, some specific marketing strategies were given on the basis of the research conclusions, including suitable pricing strategy, expedite movie channel, delighted atmosphere and outstanding propaganda.