Research On Competitive Strategy Of Shenzhen Orange Sky Cinema Circuit Limited

With the rapid development of economy in our country, the film as the inseparable part of the cultural market in China, become an important component of our country’s urban life. In recent years, foreign films imported large quantity and quality are improved, the domestic film production levels have increased, the emergence of a batch of high box office, high artistic quality better ones. At the same time, the audience to enhance the level of enthusiasm and film screenings, rising national film, heat rising domestic movie market. Shenzhen show the market alone, there are more than ten aimed at different levels of different sizes of enterprises of the theater and in the introduction, movie promotion, fierce competition and development of new members. The Shenzhen orange sky is facing development opportunities, both at the same time in the intense market competition and faced with great pressure and challenges. Therefore, to develop and choosing scientific and reasonable competition strategy, to the company in the future market competition has important guiding significance to the steady and sustainable development.Based on the analysis of modem theories of economic management, to The Shenzhen orange sky ’ s competitive strategy of the scientific research and analysis system. First using the PEST method to The Shenzhen orange sky. faced by policy, economy, social culture and technology macro environment were analyzed, and then use the SWOT analysis method, The Shenzhen orange sky of the external opportunities and threats, as well as the deep shadow of the orange sky interior has advantages and disadvantages were analyzed, and on the basis of this analysis is put forward with pertinence and operability of three kinds of optional competition strategies, and using quantitative strategic planning matrix(QSPM matrix) to the optional competitive strategy analysis, choose the most suitable for The Shenzhen orange sky co. LTD.the differentiation competitive strategy. And then put forward The Shenzhen orange sky differentiation competitive strategy of the implementation of the measures is theaters positioning differentiation, product differentiation, cinema service differentiation. In this paper, the main significance lies in the courtyard line co.LTD. Is a deep cinema line managers to scientific decision-making and strategic management, thus for our country movie screenings line increase on the domestic movie market competitiveness to provide certain reference and reference.