| After Henan Oscar cinema settled in Xi’an2005, lifted the foreign theatrical prelude to seize the Xian film market. Xi’an indigenous development of Changan Theater malaise could not immediately due to lack of funding, affecting broad grounds, work has stalled reconstruction refurbishment of its numerous theaters, and hardware issues such as poor equipment outdated, business ideas Kino, Xi’an, the local community theater outside the theater box office competition again and losing. Until2010Xian Qujiang film group Changan theater, promoting the restructuring of enterprises of Changan theater, and changed its name to Xian Qujiang Changan theater. As of the end of2013, Xian Qujiang Chang Xian Qujiang international studios owned by cinema giant wild goose pagoda store opened and the Lintong branch, modification of Qujiang international Cineplex in Northwest will be officially opened in the year2014. Xian native cinema after the rally whether a place in the fierce competition of foreign cinema, and how the use of local resource advantages to disseminate domestic cinemas brand, Xian Qujiang Changan theater was the first to face the problem.Let the audience experience in the cinema theaters by brand and consumer experience process identity mode of enterprise brand product identity in much the same, through the establishment of a chain of theaters and brand communication, enable the audience of the brand identity. Xian Qujiang international studios three home theater set up in the first place is bigger, stronger, prosperous Xian film market, and shouldering the revitalization and restoration of Changan Theater’s mission. The object of this research is Xian Qujiang Changan Theater brand communications, combed through cinema under the influence of the reform of the Xi’an evolution of cinema and theater, in the context of China’s economic, political and institutional development and good momentum in the development of Xian film market, foreign cinema scrambling to move in. As Xian local of Xian Qujiang Changan homes line itself on has unique of brand spread advantage, again contrast national first compound line--Wanda homes line, Beijing local homes line--Beijing new film Philharmonic Alliance homes line, these homes line on Xian Qujiang Changan homes line of brand spread provides has some available experience and reference, Xian Qujiang district within who local theater--Xian Qujiang international shadow city geese Tower shop, two home foreign homes line of theater, Xian Yao laichenglong international studios and Pacific films in Xi’an city of theater management and brand communication for the Xi’an indigenous Theatre provides a reference for the future development Papers by Xian Qujiang Changan theater and its theaters of operation and development, and the analysis of the advantages of brand communication, comparison and combined with other theaters and cinemas, summed for Xian Qujiang Changan Theater’s brand management and strategy, hoping to revitalize the domestic theatrical brand of Xi’an. |
