Research On The Service Marketing Strategy Of The W Cinema

Since the reform of the cinema system in 2002,the number of cinemas in major cities has increased significantly and more and more excellent films are coming to the screen.The cooperation between cinemas and productions has deepened and the development has become more mature.In 2015,the box office scores exceeded 40 billion.The Chinese film has a good development trend.However,since 2010,affected by the Internet and digital technology,the business model of the film has been changed.The internal and external environment,market positioning and consumer demand have undergone tremendous changes,but the cinema management is seriously lagging behind,and the theoretical system is still not perfect.Therefore,the cinema must make the adjustments,use its own advantage to grasp the opportunity of times,and provide differentiated products and services to adapt the increasingly fierce and complex competitive environment.This paper first uses the literature review method to sort out a large number of service marketing related theories,and enumerates the current foreign research on the film industry consumer demand and film marketing.Then,using questionnaires,deeply explores the influencing factors of consumers' viewing behavior,the changing demand for viewing,and the gaps in the quality of service provided by the cinema,and proposes the existing service marketing problems in W Cinema.And analyzed the reasons for the reasons of such problems.Then,the problem-oriented analysis of the macro environment,industry environment,competitive environment and the resources,advantages,like people,finances and materials owned by W Cinema.On this basis,STP analysis of W Cinema is made to clarify the market segmentation,target market and market positioning of the studio.It is pointed out that the target market lies in young men and women with middle income;the customers who are used to holidays and weekend to watch movie,other time-sharing customers are supplemented;select quality-sensitive as the main sales target;focus on the consumer groups in commercial center near the cinema,providing differentiated high-quality services,high-quality films,and adopting higher price standard.Finally,in order to achieve the goal of the cinema,7Ps theory was used to reconstruct and optimize the marketing strategy of W Cinema in film products,price setting standards,service channels,promotion,process,service environment and service personnel.Safeguard measures in terms of service quality,technology,organization and marketing incentives to meet the needs of consumers and provide a broader space for the development of cinemas.This paper develops a service marketing strategy for W Cinema,which provides useful help for enhancing service marketing capabilities,improving internal management and competitiveness in the future development.At the same time,it provides samples for the improvement of relevant research theories and methods,and provides reference for the formulation and optimization of film enterprise service marketing strategies.