Research Of Lanzhou Dong Fang Hong Cinema Marketing Strategy Under The New Competitive Pattern

China's movie market,30%-45% annual growth rate spurt of expansion, film production and screening services also will increase the supply, a sudden surge of investment in cinema across the country. Lanzhou as the movie-going second-tier cities, are just more than two years into a number of cinema, such as the Xing Mei cinema, Hua Fu Tai of Hua Lian cinema, Anning Wanda cinema, Xi gu Lian He cinema, Wulipu China Film cinema. Some analysts expected in the next two years, the number of Maryland cinema will reach 11-14 or so, the competition between cinema will become more intense.As a native of Gansu first to be five-star certification old Dong Fang Hong cinema, in the face of strong homogenization of film services market, how in the new competitive landscape to gain an advantage and win the market, ticket sales, has become a shadow City marketing focus.The main subject of viewing from Lanzhou local needs, access through seminars, historical data analysis, field observations and other methods, the system objective collection and analysis of film marketing activities. Through the STP analysis, the consumption of Lanzhou City, the film audience composition, competition, target market selection analysis study to determine the Dong Fang Hong cinema scientific and reasonable market position. Integrated use of 4P and service marketing strategies such as means, made Dong Fang Hong cinema practical and effective marketing programs.The results of the papers deal with the next step Dong Fang Hong cinema faced tough competition in the market is instructive.