The Marketing Strategy Research Of Shenzhen Southern Shinkansen Academy Line Company On Based On 7P Theory

With the improvement of people's material standard of living,people pay more and more attention to their spiritual life.As a form of entertainment,movies can bring spiritual enjoyment to people living in a fast-paced environment.Established in 2004,shenzhen southern Shinkansen cinema line company is one of the top five domestic cinema line companies.In recent years,shenzhen southern Shinkansen cinema line company has shown a trend of reduction.How to retain the audience with innovative marketing strategies has become an urgent subject for shenzhen southern Shinkansen cinema line company to explore.This study firstly introduces the research background and significance of the thesis writing,and points out the theoretical basis of this study--market positioning theory and 7P marketing theory through literature reference,and summarizes the research status of marketing strategies at home and abroad.Secondly,the macro environment,industry status and competitive environment of shenzhen southern Shinkansen cinema company are analyzed by using PEST analysis and porter's five forces model.Through the line of the shenzhen south Shinkansen company staff interview results and cinemas consumer questionnaire results,points out that at present there is a line companies of the shenzhen south Shinkansen content homogeneity,the existing price strategy is relatively rigid,group clients homogeneous distribution channel development and promotion method,branding promotion target is not clear,process management values need to be strengthen and visible display a single problem.Finally,guided by the STP theory and based on the statistical results of the questionnaire survey data of cinema consumers in shenzhen southern Shinkansen cinema line company,the market segmentation was conducted.On this basis,the target market of China film southern cinema line company was determined,and the product positioning and brand positioning strategy of China film southern cinema line company was proposed.Taking "7P" as the marketing concept,this paper proposes to optimize the marketing strategy of shenzhen southern Shinkansen cinema line company.In terms of product strategy,it puts forward three optimization Suggestions: differentiated layout,strengthening the marketing of high-quality medium and small-cost film products,making full use of its strength,strengthening the integration with other cultural industries,market segmentation,and dividing different theaters into different groups.In terms of price strategy,this paper proposes two optimization Suggestions: opening VIP movie halls,establishing a high ticket price system through value-added services,and adopting the strategy of low ticket price to promote the consumption desire of the middle and low-income groups and the middle and elderly groups.In terms of channel strategy,this paper puts forward three optimization Suggestions: expanding member distribution channels,further improving WeChat platform distribution channels,and attaching importance to group customer distribution channels.In the aspect of promotion strategy,this paper puts forward optimization Suggestions from four aspects: enhancing brand effect through diversification,carrying out promotion by virtue of star popularity,attracting diversified merchants and creating personalized promotion service.In terms of personnel strategy,the paper puts forward two optimization Suggestions,namely,improving the service image and awareness of personnel,and improving the adaptability of employees.In the aspect of process strategy,this paper puts forward two optimization Suggestions: establishing constraint mechanism and incentive mechanism,strengthening process monitoring,increasing marketing plan control and data feedback mechanism.In terms of tangible display strategy,it is suggested to improve the hardware facilities such as tables and chairs,optimize the existing tangible display content,create the cultural atmosphere of the cinema,and actively shape the soft power of the cinema.