Research On The Transformation Strategy Of SD Cinema Line Business Model Based On O2O

Film culture industry is an important part of China’s cultural industry.As a new growth point of China’s economy,the film culture industry has been paid more and more attention,and the scale and speed of development have been continuously improved.With the rapid development of cinema construction and box office,China’s film culture industry is rising vigorously unconsciously.Since 2003,the box office in China has been developing rapidly at an average annual growth rate of 36.9%,increasing by more than 20 times in ten years.Such growth rate is not common in other economic fields.By 2015,the Chinese film market was comparable to the largest North American market in the world,and the global film market was taken up by its volume and high speed.Large Internet companies have already fully exploited the huge business opportunities in the development of the Internet in the film industry,and they have taken out the industrial layout.In 2013,only about 25% of the nationwide box office came from sales with the Internet.By the second quarter of 2017,users accounted for 78.2% of online movie tickets,and online movie tickets during the Lunar New Year accounted for90%.The Internet has subverted the marketing and product rules of the traditional cinema industry,and the production,projection,marketing,distribution,and development of the film industry have been reshaped.Internet companies have participated in a number of related sectors such as film production and distribution,andhave become mainstream.The major e-commerce platforms have quickly integrated the film industry chain.SD Cinema relies on the parent company Zhejiang Film Company was established in June 2002.It is a state-owned sole proprietorship.It uses the "SD Cinema" brand to provide movie entertainment services to moviegoers through the chain operation.It is one of the top ten cross-regional cinema lines in the country.It has an average market share of over 33% in the local market in Zhejiang.It has significant regional operating advantages,but still has the same scale and strength as Wanda and Dadi.The obvious gap.As a national e-commerce province,Zhejiang Province’s e-commerce accounted for about half of the country’s total,while Hangzhou is driven by Alibaba.The number of e-commerce websites accounts for one-third of the country’s total.Also at the national leading level.In the context of the development of Internet e-commerce,SD cinemas urgently need to speed up the integration and strength of the Internet,and vigorously develop their own Internet film mode.By transforming the business model,improving operational efficiency,gradually embedding Internet genes,and solidifying the industry in the film industry.Position,providing effective marketing services and management functions for its theaters and more cinemas,making the e-commerce field of the Chinese film market more orderly.This paper based on the author’s working practice,starting from the operating status of SD cinema in the background of Internet development,through the analysis of problems and the causes of SD cinema business market environment in the analysis so as to make the judgment of the market and economic benefits is more scientific and reasonable and accurate on the transformation of SD to O2 O cinema business model,in order to improve such as cinemas,theaters of the traditional SD Internet innovation ability,promote the transformation of SD cinema line of business to O2 O business model.Firstly,this paper uses the literature review method to analyze the research status of O2 O model,cinema line operation,traditional retail to O2 O transformation,andearnestly studies the Internet and O2 O related theory,drawing on foreign excellent experience and inspiration;secondly,in view of the operation situation of SD cinema line in the Internet development background,analyze the current situation of online ticket market and Internet marketing mode.Analyze the problems existing in SD cinema line operation from the aspects of online ticketing,film pricing,box office profit,membership system and film publicity.Thirdly,based on SWOT model,the necessity of transforming SD cinema line to O2 O business model is analyzed,and the transformation of SD cinema line is discussed.Fourthly,it analyzes the implementation strategy of SD cinema line transformation,how to realize the transformation and related marketing strategy analysis,which plays a positive guiding role in the landing of SD cinema line transformation;most importantly,it evaluates and predicts the market scale and economic benefits brought by the transformation,and puts forward relevant suggestions to the new problems encountered after the transformation.