Research On Wanda Cinema Marketing Strategy Based On Cultural And Creative Perspective

In the tide of continuous economic globalization,social progress,economic take-off,and the ever-changing science and technology background,China's political,economic,and cultural achievements have been tremendous since China's reform and opening up,accompanied by the continuous improvement of people's living standards.With the improvement,the people's material life has been greatly enriched,and people's demand for the very biblical life has become increasingly urgent.In people's spiritual life,the cultural and creative industries occupy a decisive position,playing an increasingly important role in the competition for comprehensive strength of the country and the region,and in particular a core component of a country's soft power.In 2006,for the first time,China put forward the strategic position of raising the cultural and creative industries to the national construction.As a carrier of the cultural and creative industries,the film industry can intuitively present the cultural ideas contained in the film works to the audience,so that the audience can truly appreciate the core spirit of cultural creativity.As the preferred place for contemporary people to entertain and enrich their spiritual life,cinemas play a connecting role in the chain of film industry and serve as an important medium for this cultural industry and audience.In recent years,the film industry has also made considerable progress.The cinema has achieved remarkable progress and development not only in quantity but also at the box office.From the perspective of cultural and creative industries,this paper analyzes the current status of domestic cultural and creative industries,and uses theoretical analysis methods,review literature methods,case analysis methods,and related research methods using relevant subject knowledge and other related research methods to present the scale of our country.Take Wanda Cinemas,the largest movie industry company,as an example.Through an in-depth analysis of the status quo and development history of Wanda cinema,Wanda Cinema'smarketingstrategy is researched and discussed from the perspective of cultural creativity.The thesis splits five sections: The first section introduction.It points out the research purpose and significance of the article,expounds the research methods and the research status of domestic and foreign film industry theater companies with the core of cultural and creative industries as the core;Chapter II,related theories.This chapter introduces the meaning and characteristics of the cultural and creative industries,elaborates on the business management model of the theaters,and explains the related strategies.In the third chapter,this chapter focuses on analyzing the operating environment of Wanda Cinemas,including Wanda.The course of the development of the theater,the external environment of the company,the internal environment of the company,and the corresponding analysis of the SWOT theory;the fourth chapter,focusing on the research of the competition strategy of Wanda Cinemas from the perspective of literature and culture,from the strategic goals,Strategic positioning,strategy formulation,and strategy selection are analyzed.Section 5 focuses on the relevant assurance measures for the implementation of Wanda Cinema'smarketingstrategy from the perspective of culture and innovation.Starting from the establishment of management systems and incentives,the Create a team,improve the quality of culture and innovation,and assess the mid-term control of the implementation of the cultural and creative competition strategy,so as to ensure the smooth implementation and implementation of themarketingstrategy,and ultimately achieve the strategic objectives.