The Research On The Brand Strategy Of The Pacific Film Company

In recent years, with film cinemas’ prosperity in cities, China has become the world’s second largest market for film, which marks that the Chinese film market is already in its golden age.Last year saw the film sales for 21.7 billion Yuan and more than 600 million people going into the cinemas to watch films. By the end of 2013, there were altogether 45 film companies nationwide, 3849 city cinemas and 18195 screens; in addition to that, the number of the screens is still increasing by the rate of 13.9 each day.This thesis focuses on a film network company, “the Pacific film company”, owning 93 cinemas, which goes into three different brands: the Pacific, Zijing and the New Era. With the severe competition in China’s film market, the Pacific film company has been unavoidably influenced and is facing great challenge from other companies: It has to fight to protect its brand.This thesis, the Research on the Brand Strategies of the Pacific Film Company, consists of 6 parts. The first part is the introduction of film company and cinemas, at the same time, introduces the research background and its significance; The second gives the relevant theory of brand strategy and the thinking in the strategies for film companies; In the third part, the current situation of the Pacific company and the competences it is facing nowadays is stated in details; The fourth part is the SWOT analysis made for the Pacific and the results of the analysis; The fifth part is mainly about the future development of the brand of the Pacific based on the analysis of its brand strategies; The last part points out the significance and the role of the research made in the thesis.The thesis tries to answer how to judge and choose brand strategies for the Pacific Company through the study of different stages in its development, the analysis of the advantages and disadvantages of its brand strategies, and the study of current situation of the film market in China. During the writing, such methods are used as reading relevant documents, collecting data of the field, and studying the current situation of the enterprise.The thesis aims to put forward suggestions and methods for the Pacific on its brand strategies so as to help it succeed in the increasingly fierce market competition.