The Research Of Marketing Strategy Of WD Limited By Share Ltd.

Since the year of 2014, China's film market continued the popular trend in the past a few years, as many as six or seventy movies are sold over one hundred million RMB, total as 29.6 billion as the investigation. Predictably, as the rapidly growth in the living standard,people will continue to increase the demand for spiritual persuit, the total capacity of film market is becoming larger and larger, more and more cinema companies have realized it, so as to the competitives becomes more serious.This research object is the marketing strategy of Chinese cinema companies and its main purpose is to provide practical marketing strategy for WD cinema companies and also China film market.Revenue sources of WD companies are divided into four pieces: film screening,distribution revenue, income from selling goods, advertising revenue and other income. From 2011 to 2013, the gross margin of WD has declined for 3 consecutive years, and the magnitude of the decrease significantly, the average annual decline rate reached 10%. On one hand, gross margin decline because that competition in the industry competition and industrial chain upstream and downstream, construction costs increase, on the other hand is because online selection screen to appear.Film industry product marketing refers to the film studios, with big-name directors,popular star lineup, 3D gimmicks such as marketing hype. The focus of film industry marketing has changed from the film product marketing to service marketing, attract the audience by the service to satisfy the audience. In the industrial chain, the integration of the studios and theaters for WD and thus formed its competitive advantage.It is very necessary for film market segmentation. By seeking the differences of audience demands, measure its purchasing power and size, analyze the audience's psychology and viewing motivation, we have the reasonable effective market segmentation. There are two standards for segmentation: according to geographic and according to age audience segmentation. According to the geographical subdivided, the market can subdivide into first-tier cities film market, second-tier cities and three or four line city film market.According to the age of audience segmentation, the market can subdivide into children's film market,young people in the film market and the old film market. WD film company target market should choose first-tier and second-tier cities, because the market capacity is big, there are the largest part of the film, and it can play to the advantages of WD commercial plaza. At the same time, should pay attention to the young film market.Now, the film distribution in China uses cinema line system, WD cinemas marketing strategy formulation are: the content of the film screenings, row piece of time, the adjustment of the film and providing comprehensive services. There are three ways of ticket marketing:artificial promotion, not artificial sales promotion and other ways. The ticket policy in addition to the near-end tickets directly, there are three distribution modes: phone book tickets booking, online booking and scan the code.The theaters have four aspects. They are marketing strategy of product combination strategy, movie ticket sales promotion strategy, the fare combination strategy and channel integration strategy.The control of WD marketing strategy is one of the most important functions of the marketing work. Control activities can ensure that the marketing plan and the actual marketing activities appropriate to the dynamic management functions. The standard of Control is setting the marketing strategy plan and the standard of doing. Then,comparing the actual effect of marketing and strategy formulated by contrast.