Research On Development Strategy Of Small & Medium Film Companies Based On Long Tail Theory

In 2010, Chinese box office broke billion. What's more, the output of feature films reached up to 525. Chinese film industry has grown from the initial stage of industrialization to the upgrading stage. But as Tong Gang, the secretary of Chinese film bureau said, it can not cover the increasingly prominent problems during the development of film industry and film culture. At present, the prosperity of film industry mainly depends on the prosperity of the works of major film companies. In contrast, few small & medium film companies work excellently. It deserves deep thinking that small & medium film companies have weak competitiveness.Using the long tail theory as a guide, combined with the current product and market characteristics and strategic environment of small & medium film companies, this paper attempts to find their product development strategy, market development strategy and organizational structure strategy. The first part describes the research background and the existing status of the two camps. The second part describes the theoretical basis of this paper and related research, including the definition of small & medium film companies, long tail theory and a summary of relevant research at home and abroad. The third part analyzed the current product and market characteristics to find the product niche and long tail market, from the point of lack. Using SWOT matrix, the fourth part analyzed the strategic environment of small & medium companies to identify the strengths, weakness, opportunities and threats. The fifth part is the main part of the paper. Combined with the long tail theory, film product and market characteristics, and small & medium film companies'strategic environment, product development strategy, market development strategy and organizational structure strategy are proposed. At last, the final section summarized the study's flaws and shortcomings.