Research On The Evaluation And Improvement Of Brand Competitiveness Of A Cinema Line

With the development of global economy,people have increased the need for cultural consumption.At present,there are many regional cinema line brands in China,some of which have become famous brand of national chain operation.With the continuous improvement of people’s spiritual needs,the cinema line has shown a rapid growth trend in recent years.The competition among brands is becoming increasingly fierce.How to improve the brand competitiveness of the cinema line has become a real problem.It is due to the lack and lag of relevant research that this problem is becoming more and more urgent.A movie theater line is one of the first 30 movie theater line companies established in China,and also the only cross province urban movie theater line in XX Province.XX Province,as one of the top ten movie ticket warehouses in China,with the entrance of domestic and foreign movie theater line brands,the market share of a movie theater line in the province continues to decline,and the future development is restricted.Because of the traditional concept and the administrative barrier of security protection,the sensitivity of cinema line to the competitiveness is low.In addition,due to the lack of scientific and perfect corporate governance system,it is slow to respond to external competition and can not adapt to the changing environment.Firstly,this paper combs the relevant literature of brand,brand competitiveness and cinema line brand competitiveness,and further clarifies the connotation of brand competitiveness and the theoretical basis of brand competitiveness.Secondly,by analyzing the macro environment and industry environment faced by a cinema line,combined with the industry characteristics of the whole cinema line,this paper studies the brand competitiveness of a cinema line from the macro environment,marketing ability,management ability and basic ability.Thirdly,based on the influencing factors selected above,through the use of analytic hierarchy process to evaluate the brand competitiveness of a cinema line,according to the evaluation results,analyze some shortcomings and problems in the brand competitiveness of a cinema line.Finally,through the problem to find countermeasures,combined with the status quo of a cinema line,targeted solutions are put forward,through strengthening marketing means,enhancing brand extension,improving adaptability,increasing technological innovation and other ways,so as to explore the promotion strategy suitable for the brand competitiveness of a cinema line,and provide reference for the promotion of the brand competitiveness of cinema line.