Nanchang Cineplex Of Cinema Line System Marketing Strategy Analysis

As a cultural industry backbone industry of the film industry in our country get vigorous development, and gradually form the industry chain, namely the movie producers, the issuers and screening party of three party links. Throughout the history of the development of Chinese movie, after the new China was founded in more than60years of change, the Chinese film experience from planned economy to market economy, the movie industry chain in each procedure thus gain considerable development; In particular the2002movie industry management system big reform, this is after the reform and opening of China’s movies a major change, the film introduce western movie system, began to implement the wire. The implementation of the system of Chinese movie industry is not only a great leap forward, and at the same time also contributed to the development of the world’s film industry. Practice has proved, the cinema line management system for the coming collapse of China film into a big boost to China’s development has brought great movie.This article attempts to Nanchang cinemas marketing strategy for preliminary analysis, as the national court wire cinema marketing strategy a miniature of the analysis, this paper so as to with small see big, is coming, the Nanchang cinemas of cinema line system discussed the basic characteristics of the marketing strategy and its marketing effect, thereby, Nanchang city for the development of the cause of small movie made contribution.First of all, the paper to the cinemas of cinema line system as the main research object, by a large number of documents reading and analysis of the theory of cinema line system described; On the basis of cinema as object in Nanchang city, analyzes the cinema line system in the development process of Nanchang, through the court system, before and after the implementation of the line cinema business operations contrast, analysis of the system in the implementation of Nanchang line cinema, the role of development. And then combining with actual case, analyzes the Nanchang city cinemas of cinema line system in industries environment and the current marketing strategy, and the Nanchang cinemas of cinema line system marketing strategy and it is a summary of the whole, and based on this, find out the deficiency and put forward the corresponding countermeasures.Second, to cinema research is bound to the view of consumer behavior and exploring of analysis. In this paper, the consumer behavior of the view of analysis, on the one hand, the use of second-hand material, at the same time design a consumer behavior questionnaire, and combined with my work at the theater after investigation, obtain first-hand material of empirical analysis, from the front and side two aspects of the concept of understanding consumer behavior, so as to make efficient marketing strategy cinema to provide the reference.Finally, this article, based on the use of STOW analysis method, this paper puts forward "word-of-mouth" marketing, high technology marketing and differential marketing and marketing strategy, using various marketing strategy to solve the Nanchang cinemas of cinema line system existing marketing defects, and forecast the trend of the development of the cinema.