Research On Marketing Strategy Of Foshan DW Cinema

With the rapid development of the cultural industry,China has become a major country which have significant influence in the film industry.In most cities the number of cinemas is growing.With the rapid development of the mobile Internet and the rise of group buying,the business model of the film industry has also changed.The sharp increase in the number of cinemas has made the market competition in this industry increasingly fierce.The vast majority of cinema management are seriously lagging behind,and some of them are still waiting for customers to take the initiative to purchase tickets and watch movies.Some cinemas have begun to find ways to strive for upstream in the fierce competition,some adjustments made by managers and some competitive methods tried it coincides with marketing theory,but it is more random and fragmented.Under the current market environment,it is especially important for cinemas to use their advantages to seize the opportunities of the times to maintain sustainable development,explore effective competition strategies,and provide differentiated products and services to adapt to the fierce and complex competitive environment.This article takes the market environment of the Foshan cinema industry as research background.At the end of 2015,there were only 70 cinemas in Foshan,by the beginning of 2019,the number has increased to 141.The number of cinemas has doubled in three years.Due to the rapid growth of the quantity of cinemas,the difference between hardware and equipment in the new and old cinemas is huge,and the differences in hardware decoration and software services between these new cinemas which opening at the same period are getting smaller and smaller.Cinemas are becoming weaker at gathering audiences.In this context,it is of practical significance to explore the marketing strategy of Foshan DW Cinema.This article first uses literature analysis to sort out related marketing theories,and lists domestic and foreign research on marketing strategies,film marketing,and theater marketing.Then use the data analysis method and field survey method to sort out and analyze the current situation,existing marketing problems,and the causes of such problems,and then conduct general environmental analysis from the political,economic,social,and technical aspects of DW Cinema,Micro-environment analysis of DW Cinema competitors,target consumers,cinema line,alternatives,and potential entrants.Based on the analysis,the development prospect and competitive situation of the theater industry are obtained.Based on this,through STP strategy analysis,the market segmentation,target market and market positioning of this cinema are clarified.The middle-to-high-income group of people aged 20 to 40 chooses customers with requirements on quality and quality as their main sales targets,provides differentiated high-quality services,and adopts a price system of high-price movies at high prices during peak hours and low fares during special hours.Finally,with the help of 7Ps marketing strategy theory from Product,Price,Place,Promotion,People,Physical Evidence,Process in seven aspects to restructure and optimize the marketing strategy of Foshan DW Cinema in a targeted and instructive manner,help this cinema to enhance and stabilize its market position,and at the same time provide a wider space for the development of cinemas,and also provide a reference for the development and optimization of marketing strategies for film industry companies.