Research On Marketing Strategy Of Huaxia Tianshan Studios

Film has a history of more than 100 years in China.It has developed from a carrier of culture to an industrial product.Since the beginning of the cinema system,in 2013,xinjiang film distribution and screening company and huaxia film co.,ltd.jointly established their own cinema line in xinjiang,huaxia tianshan cinema line,and the film industry in xinjiang began to prosper.In February 2015,Oscar studios brought the giant screen into urumqi city,causing a period of movie-watching fever.In August 2016,with the establishment of three wanda plazas successively in Urumqi,wanda cinema city entered,and the number and scale of cinemas in Urumqi reached a new height.With comfortable seats,spacious environment,high-end projection technology and brand influence as the main line,the newly built cinemas have attracted many moviegoers,which has caused a great impact on the local small cinemas.In addition,due to the outbreak of covid-19 in 2020,some cinemas have reached the critical moment of life and death.This paper first introduces the general situation of the development of Huaxia Tianshan Movie City,analyzes the internal and external environment of Huaxia Tianshan Movie City,and summarizes four problems in the current marketing situation by comparing with the competitive cinemas around: product marketing,price marketing,channel marketing and comprehensive marketing,and analyzes the causes.Secondly,according to the previous marketing strategy combined with the financial data of the past three years,the paper analyzes the correct direction of the marketing strategy,with the help of the design questionnaire,it analyzes the STP of the cinema,and determines that the surrounding households and schools are the target market,the network and members are the main preferential channels,and the holidays are the main activity periods.Based on the cross analysis of the survey results,the marketing strategies suitable for the cinema are integrated,and the implementation plan is elaborated in detail.In the end,the paper puts forward the corresponding safeguard measures to the marketing countermeasures,so as to assist the sustainable development of the cinema,and also provide some reference for other small-scale cinemas and rural cinemas.This paper first introduces the general situation of the development of Huaxia Tianshan Movie City,analyzes the internal and external environment of Huaxia Tianshan Movie City,and summarizes four problems in the current marketing situation by comparing with the competitive cinemas around: product marketing,price marketing,channel marketing and comprehensive marketing,and analyzes the causes.Secondly,according to the previous marketing strategy combined with the financial data of the past three years,the paper analyzes the correct direction of the marketing strategy,with the help of the design questionnaire,it analyzes the STP of the cinema,and determines that the surrounding households and schools are the target market,the network and members are the main preferential channels,and the holidays are the main activity periods.Positioning the market as a different "brand" appears.Based on the cross analysis of the survey results,the marketing strategies suitable for the cinema are integrated,and the implementation plan is elaborated in detail.In the end,the paper puts forward the corresponding safeguard measures to the marketing countermeasures,so as to assist the sustainable development of the cinema,andalso provide some reference for other small-scale cinemas and rural cinemas.The conclusions of this paper are as follows: first,product.The hardware facilities are relatively old and less competitive than other cinemas.This paper proposes that the construction of rechargeable seats and theme movie halls designed according to the needs of the audience will be a new movie viewing base in Urumqi city;the product is single,this paper proposes the concept of product diversification service,and proposes that new movie theater products such as fresh fruits and dried fruits attract more audience;the service differentiation is not obvious,which causes many audience’s good will to the cinema to decline.Put forward a new concept of service,seize the real needs of viewers,and win the affirmation of viewers with the warmest actions.Second,channel.Collaborative marketing is not enough,the theater is not enough,and the depth of collaborative marketing is enhanced.Especially,the pursuit of the movie viewer’s view is combined with the cinema advertising to deepen the common collaboration,achieve the goal of collaborative marketing,and promote the diversified marketing methods such as official account,electronic membership card and live broadcast.Third,price.With the combination of multi product group pricing and the Internet,we can expand the source of income from the perspective of service viewers,and promote the overall profit margin by bundling sales.In addition,this paper puts forward the employee contract system in the safeguard measures,which has a great contribution to the progress of strengthening the implementation of marketing countermeasures.