Research On Promotion Strategy Of A Cinema’s Competitive Advantage Based On Competitive Advantage Theory

In recent years,the rapid growth of the number of theaters in Anyang area,coupled with the lack of modern management talents of the new theaters in this area,led to the trend of white-hot competition between theaters,seriously restricted the healthy development of the theater industry in this area.A cinema is a subordinate business unit of a public institution in Anyang City.It has been operating locally for the longest time and its business model plays a certain vane role.However,due to the influence of a variety of factors,the market share has been declining in recent years,especially since the outbreak of COVID-19,the box office revenue of A cinema in the same period has significantly decreased,and the recovery is weak,highlighting the problems and deficiencies of this cinema in improving its core competitiveness to a certain extent.How to improve the competitive advantage of A cinema so as to maintain a stable market share in the ever-changing market environment has become a realistic problem to be solved urgently.Therefore,based on the theory of competitive advantage,the author tries to maintain the market share and sustainable development of A cinema in this region by excavating the core competitiveness of A cinema and studying the strategies to enhance its competitive advantage,so as to promote the whole cinema industry in this city to form a good competitive situation.This paper first summarizes the concepts of core competitiveness and competitive advantage theory and relevant research literature,and further clarifies the significance of competitive advantage theory to improve the competitive advantage of A cinema on this basis.Secondly,porter’s Five Forces model,PEST,SWOT and other basic analysis methods are used to study the factors affecting the competitiveness of A cinema.Thirdly,based on the influencing factors selected in the previous paper,a standardized questionnaire was designed to establish the evaluation system of A cinema’s competitiveness through analytic hierarchy process and fuzzy comprehensive evaluation method.Finally,based on the theory of competitive advantage,targeted solutions are proposed,so as to explore the promotion strategy suitable for A cinema’s competitive advantage.