Case Study Of Conflicts And Integration On Multi-channel Operation Of W Cinema Line

The reform of cinema line system that has been implemented for 16 years is regarded as an important pusher to the development of domestic film industry.The reform policies of industrial development that is in line with the market has led the film industry of nationwide to gradually shift towards internationalization.Being one of a typical represents in the relevant area,the W cinema line is able to be established,developed and expanded that all are benefit from such industrial policies.As a key link of the film industry chain,the current W cinema line has become an enterprise of multi-business diversification,which is deeply rooted in the field of motion picture projection.With the implementation of the "Internet +" action plan in 2015,it made deeply integrated between mobile network technology and the film industry,then,it promoted the Chinese film industry to go through in a new round of transformation and upgrading under the general policy of the development of the cinema line system.It brings new challenges to the development of traditional enterprises of cinema line with multi-business diversification.Among them,what is the most prominence we can find is the innovative management of multi-channel operation established under the circumstances of technological transformation by cinema line enterprises due to the necessity of multi-business diversification,and it also bring some channel conflicts,then,led to the gaps in the multi-channel operation.The conception of this dissertation starts from the consideration of such actual problems of marketing channel management that exists in the operation of enterprise.The key point is to combine with practical problems of W cinema line which is the representative enterprise in the field of cinema line,such problems occurred in the management of multi-channel operation,and it adopted three main research methods include literature research,case study and comparative study,then carry out relevant research based on the theory of gap analysis about marketing channel.It mainly studies management problems of five channel operations such as ticket marketing,snacks and film-related derivatives marketing,advertisement marketing,the marketing of motion picture projection and other relevant business-marketing channel.Through the analysis of the current situation of channel operation,data analysis,we can find the contradiction of channel operation and analyze the gaps between channel operation and original intention of channel establishment.Based on the structures of theoretical knowledge and root cause analysis,it has come up with some suggestions about integrative tactics of multi-channel operation in order to provide framework of theoretical recommendations for managers of channel operation when they are about to handle the practical works of multi-channel integration.Implementing the integration of ticket marketing channels,eliminating manual service channels in the individual consumption market,realizing full self-service for consumers,and improving the service output of full-time staff of business and organization consumers.For different consumption preferences,the differentiation of snacks sales and film-related derivatives marketing channels should be implemented,the service output with fixed preference and consumer of no need should be reduced,and the service output of other consumer markets should be improved.Increase the input of new automation technologies and the differential construction of video halls,optimize channel flows,and reduce channel costs.Introducing the UGC mode to enhance the function of the advertising business in the marketing channel.Implementing the transformation of O2 O mode with membership system,develop non-showing businesses of cinema line which can increase the usage rates of screens,enhance consumer experience,and build up image of corporate brand.Deepen the vertical integration of the marketing channels;build a movie-on-demand platform for members to stabilize the market position.Finally,when getting through in-depth discussion and theoretical research,we also realized that the management of marketing channel is need to be dynamically adjusted which is constantly changing with the market changes and the characteristics of consumers’ demand,especially when the changes of structure and function of marketing channels caused by technological changes,such changes are even subversive.Therefore,the author suggests that channel managers should always pay close attention to new technologies,introduce new technologies and facilities to optimize the marketing flow in each marketing channel,reduce the total cost of channel operations,and improve the operational efficiency of marketing channels.