| Calvin Coolidge, the 30th American president, has ever said,"Civilization and economy should walk hand in hand."Today, when"knowledge economy"is widely accepted, we can change the above saying into"Culture and economy should walk hand in hand."Any industry that is related to culture is supposed to have an increasing investment income. With the rapid improvement of per capita consuming capacity, Chinese people have an increasing demand on cultural products. The total income of the films increased from 820 million in 2002 to 6300 million in 2009. In 2010, the films all over the nation even grossed for the first time more than 10 billion Yuan RMB. On average, the increase rate is 40% per year. What's more, the number of movie screens also increased from 1,843 in 2002 to 5,400 in 2010. However, what we have all over China is far from 1/30 of America. It is reported by the film industry itself that it will take at least 3 years for China's film market to step into the preliminary maturity period. In 2010, the film income reached only 1400 million in Jilin province, ranking the middle lower position all over the nation. But the potentiality is so great. It is estimated that in 3 years, the total film income will come up to about 300 million.In the recent"The 12th 5-year Plan", it has been reaffirmed that culture industry must be one of the pillar industries in national economy. And the film sector is the drive in the culture industry. Jilin Film Company, which is a state-owned affiliated company with Jilin Provincial Bureau of Radio, Film and Television, should take the responsibility of reviving the film industry in Jilin province. By 2015, there will have been at least one multi-hall modern cinema at the county level and above, and in the capital city Changchun at least two five-star luxurious cinemas. This paper mainly aims to prove the feasibility of the investment on Greenland Central Plaza Cinema Project. Firstly, this paper makes an analysis of the macro environment of film industry at home and abroad, and a series of favorable policies. It is the best time to develop the film industry. Secondly, this paper makes an introduction of the surroundings of the Greenland Central Plaza in order to identify the possible consumers. It is found that within 2500 meters there will be a large potential market. Last, through STP, cinema hardware research, brand strategy, pricing strategy, channel construction, ad promotion and the analysis of investment income, the paper shows the feasibility of the project and the prospect.From the above analysis and study, it draws a natural conclusion that the project is feasible and saving when it takes into consideration of the following issues: rational site selection, appropriate market niche and effective promotion strategies. It is sincerely hoped that this study can contribute to other cinema investment projects. |
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