Research On DDH Worlding Cinema Marketing Strategy

After a century of development,China’s film industry has entered a highly market-oriented mode.In recent years,China’s film industry has been going further and further in the direction of specialization and standardization,and the film industry with Chinese characteristics has gradually formed.The domestic box office reached 55.9 billion yuan in 2017,and the film market has become a leader in the cultural performance market.With the continuous maturity of the film industry,its market saturation is also increasing,and the market competition is more intense.As the terminal screening market of the film industry,cinemas have also experienced explosive growth in the industry in recent years.The number of new cinemas has been increasing year by year.In 2017,the growth rate of cinemas has even exceeded the growth rate of the film box office.There are 72 currently art cinemas in the city of Shenyang while ten more are going to open their gates to visitors in the nearest future.DDH was established in the year of 2015 and now facing extremely high competition on the market.The main goal of their sales and marketing is to attract new customers and at the same time keep the old onesIn DDH Worlding cinema marketing strategy as the research object,using scientific analysis method and professional marketing theory,first of all,from the political,economic,cultural and technological environment on the multiplex external macro environment is analyzed,and then from the suppliers and customers,the bargaining power of existing competitors,potential competitors and substitutes,the threat of the multiplex external micro environment were analyzed,and the existing external environment for the multiplex provides good opportunities for development and the fierce market competition;Secondly,it summarizes the advantages,disadvantages,opportunities and challenges of film city by analyzing its marketing resources and marketing capability,and then determines the market positioning of DDH Worlding cinema through the market demand of the cinema.Finally,based on the accurate market positioning and the 7Ps theory of service marketing,the marketing strategy and effective guarantee measures that are most suitable for the future development of the cinema are formulated.The formulation of marketing strategies and effective guarantee measures can promote the continuous progress and development of the current DDH Worlding cinema.