The Development Research Of Colleges' And Universities' Theatra Chain In Shandong Province Based On The College Student's Viewing Behavior Investigation

At present, our country is coming into the development and prosperity of the cultural industry, the film industry has also ushered in the golden period of development, but for a long time, as the main force of film market consumption, student film market has not been paid enough attention.This research through the questionnaire form combined with typical access, the Shandong local students' status as the main basis, from the impact of the students understand the viewing characteristics and consumption habits, value orientation and students on the film, to the theater chain development in Universities of Shandong province and give suggestions. This study was to the film life of college students' research; the participants' gender, and age, cultural background is different, according to the needs of research, mainly through the system analysis, literature induction method, investigation method, quantitative analysis and qualitative analysis, case study method and other methods, to explore the research to the problems. This study selected Shandong Normal University as a case analysis, through the analysis of Shandong Normal University theater, film projection booth of Shandong Normal University upgraded, and build a construction project that can be used to be promoted in the campus.Through the survey found: college students are the most active part of the whole society, plenty of time and energy that they have many leisure entertainment, while the film become college students' first choice of entertainment. In the investigation on behavior of college students view of college students group, limited economic strength, usually expect in cinemas discount time viewing, and because students usually to a class, the view is often subject to a time limit, and it leads to students' view of conflict time and money, so they welcome the theatre line into campus. In a survey of determined factors on film identity of "the theme of the film, or convey the values" have the largest proportion among all options, too the idea of values and more praise highly of science and technology. The cinema line Chinese university has not yet started, it is still in the development of the early state, now only two relatively large digital cinema line in operation, only part of the university to join the cinema, could not meet the needs of the vast number of students' spiritual and cul tural life, the construction and development of university digital cinema has great market demand. At present, there are many problems in the cinema line: student audience enthusiasm, theater high fares, learning task, other entertainment rich and colorful, have reduced the time and enthusiasm to watch the movie. And the school organization and excellent sources less, lack of campus theater construction, lower investment level are the main factors causing the students' enthusiasm of the audience. In view of existing problems, In view of existing problems, to exert the characteristic of college courtyard line, should standardize management, cinema construction, marketing, integrated marketing, etc. The research is based on the questionnaire survey; it has certain representativeness and guiding significance to the development of cinemas in colleges and universities.