The Research Of Accurate Marketing Strategy On SZ Film Company

With the acceleration of the reform process of China's film industry and the continuous improvement of the market-oriented degree of the film industry,China's film industry has entered a period of rapid development,especially for the development of the cultural industry has played a strong supporting role and an effective role in promoting,to a certain extent,to promote the transformation of China's cultural industry from a single to a pluralistic,but with the film industry.With the deepening of marketization and the intensification of market competition,especially after China's accession to the WTO,the process of globalization has been accelerating.More and more foreign high-quality films and high-tech technologies have been widely introduced into China,which has aggravated the competitiveness of the domestic film industry.It has had a tremendous impact on China's film industry and even on China's film industry.The cultural industry has been challenged severely,which puts forward higher requirements for the sustainable development of China's film industry.It is against this background that China's film industry should not only increase innovation in technology,content and creativity,but also put forward more effective and scientific ways and means in film marketing and film promotion as soon as possible to improve the popularity and influence of films,so as to win market recognition and audience preference in the fierce global competition.SZ Film Company is a large-scale film production company in the southeast of China,with strong film production capacity and standardized organization and management.Under the background of vigorous development of the cultural industry,SZ Film Company has maintained a good momentum of development in the fierce market competition through various measures such as market-oriented reform,talent introduction and technological innovation.Many high-quality films with a box office of over 100 million have been produced and released,which have achieved good economic benefits,and have also been unanimously recognized by the industry peers and audiences.However,with the homogenization of film production technology,the acceleration of talent flow and the scarcity of excellent scripts,SZ Film Company is gradually facing more and more difficulties in the process of film production.These difficulties may tend to normalize,and the difficulty of problem solving will continue to increase.Only by opening up a new way to start from the marketing level,innovatively build a new marketing system,and make use of it.Big data technology to accurately find market demand and to meet market demand to the greatest extent should be the current task of SZ Film Company,but also to achieve SZ Film Company in the fierce competition to gain a competitive advantage of the core work.This paper takes SZ Film Company as the research object.Firstly,on the basis of collating and consulting a large number of relevant documents,on the premise of defining the relevant core concepts clearly,and on the basis of the theory of precise marketing,it obtains the individual characteristics and needs analysis of SZ Film Company's film-watching group by means of questionnaire,and carefully finds out the existing problems in the marketing system of SZ Film Company.(Mainly reflected in the marketing management mechanism is not perfect,marketing strategy innovation is inadequate,marketing model is seriously backward,marketing efficiency is too low.Then,in view of the problems existing in the marketing system of SZ Film Company,and under the guidance of the above-mentioned relevant theories,this paper puts forward ideas and measures to re-improve and optimize the existing marketing system,and points out the construction of the precision based on big data analysis.Quasi-marketing system.The basic idea is to set up a firm Internet thinking and precision marketing awareness,set up a big data analysis team and a precise marketing executive team,reengineer the precise marketing management process,and improve the relevant safeguard system to ensure the real implementation of the marketing system.Only by implementing these measures can we really build a precise marketing strategy and obtain core competition in the fierce market competition.Strength,to achieve the purpose of improving company performance.Through the implementation of the precise marketing strategy based on big data analysis,the marketing cost of SZ Film Company is 13% lower than that of the same period in 2017,and the box office of SZ Film Company is 28% higher than that of the same period in 2017.