Cinema Marketing Strategy In The Nirvana

In recent years, with the cinema industry reforming deeply, the movie industry chain ofchina is more and more perfect and stronger gradually. As the terminal industry, all of thecinemas begin to staking their claims like the springing up to show their energy in the moviemarket of china. But over the investment, there are many questions. The cinema industry is thefoundation of the movie chain, so it is very important to the movie industry. From the cinemaline’s creation, the system’s management makes many cinemas forming inertia, and they overdepend on the system’s co-ordination and funds so that they lost the manage awareness insult ofmore and more cinemas being the same. Therefore looking for the differentiation is the veryimportant question of the cinemas.In 2011,ten highest ranked movies, there are only four from Domestic Films: The FlowersOf War, Beginning Of The Great Revival, Flying Swords of Dragon Gate, Love Is Not Blind.The others are all foreign films. There are two reasons about the Domestic Films developingslowly, one results from the filmmaking, another is closely linked to the film industry. Althoughthe cinemas emerge in an endless stream, the extraordinary cinema is rare. They only focused onthe luxurious decoration and the newest projection equipment, but missed the most importantthings that are the investigation and innovations of cinema marketing strategy. In this paper, theGuangzhou Qing Gong Cinema becoming eminent depends on the particular marketing strategyfrom the homogeneity, especially it is very successful about promoting the small and mediumdomestic movies, and gets high praise. So it has model significance and research value.This paper includes four parts. The first part concerns on the background. It mainly analyzesthe theater management overview in our country, reviews the rise and development of cinemasand establishment of cinema system, and introduces the domestic film market. The box office’sstratospheric growth sparks the enthusiasm in the cinema construction, but also sharpens thecompetition within the industry. The homogenization impacts on the cinemas developmentseriously resulting in the difference management becoming very important. Besides, it introducesthe most prosperous areas in our country: Beijing, Shanghai, Guangdong, and the relationbetween the film chain and cinemas that is asset link and agency franchise, as well as both modes. Judging from the present situation of development, there are many problems, forexample, lack of features, uneven development and so on, that reveals the possibility of thereorganization of cinema.From the second part, this paper combining the Guangzhou Qing Gong Cinema inquiresdeeply into the cinema marketing strategy. The second part stresses the importance about theoperation principle, brand awareness and audience analysis with the charity marketing andinternal marketing around the cinema image construction and market positioning to research.Next it focuses the audience marketing with the audience theory from mass-communication andtarget marketing theory from marketing and put forward the significance of market segment andobject location through the SWOT matrix about Guangzhou Qing Gong Cinema.In the third part, it studies the diversified cinema marketing mode from event marketing anddifferentiated marketing, and it discusses the public-relations, crisis management and communalparticipation. Then this paper analyses the strategic significance of differentiated marketing andthe applicable differential marketing strategy according to the Long Tail and Qing GongCinema’s practice cases.In the last part, it from the analysis about the cinema marketing at present predicts thepossibilities of the cinema market space in the future. First it probes into the developmenttendency of comprehensive theater, from what summarizes the SHE rule under the consumptionera and stresses the meaning of experience marketing. Then, from the cultural marketingstrategies, it inquires into the importance of culture in the cinema market: the development ofmodern theater cannot be separated from the cultural connotation, so making one cinema bothhas cultural and entertaining is a sustainable development road. Next, it studies the networkingmicroblog and mobile new media marketing, using the integrated marketing strategy. At last, thispaper synthesizes the analysis about cinema marketing feedbacks the film creation as summary:the cinema marketing and cinematic art must strengthen mutual communication and mutualpromotion to promote the film industry chain healthy and rapidly developing.