A Study On The Marketing Strategies Of Cinema Chains In Guangzhou

Since 2002, westernfilm system- theater chain, opened the reform of Chinese film system, which experienced a baptism. Significant results have been achieved in Chinaafter the implementation of theater chain,mainly reflected in the maturity of the theater chain development, the fast cinemas construction, the rapid increase of movie production and the box office record, etc. With the development of the industry, theater chain not only brought opportunities but also challenges to the china film market, such as losing blockbusters money, conflicts of marketing scheduling, small differences in theater chain, lack of independent creativity, and unclear structure of property rights.Therefore, under such background, studying on marketing of Guangzhou theater chain has important significance to the development of China’s film industry.After reviewing the related theories, this paper studied on theater chain of Guangzhou City according to 5 W and 4P theories, and learnt marketing strategy by taking Guangzhou cinemas as examples. Through investigations, the understanding of the impact factors of consumer behaviors, as well as the inadequacies of Guangzhou cinemas,are deepened,and the corresponding marketing strategies were putting forward thereby.This paper persisted in combining theory and practice;in-depth analysis on Guangzhou City theater chain furthered the application of marketing strategy; and proposals of cinema marketing strategy on the basis of analysis provided a reference value to the further development of China’s film marketing.