Research On The Marketing Strategy Of Qingdao Y Film City

Nowadays Chinese movie market is on a high-speed development rail.In 2017,the national movie box office gross was over 50 billion.Meanwhile the cake of the movie market keeps growing,the cinemas maintains expansion by years,leading to the drastic internal competition,which challenging the management of the cinemas.As an old cinema,Qingdao Y cinema,which opened in 2009 and has maintained its competitiveness for years,has been suffering a severe impact on market share in the last few years.It's necessary for Qingdao Y cinema to figure out the breaking point in the trend of homogenization and keep the customers with innovative marketing strategies.This article utilizes the theory of business management and marketing management,also exemplify the actual case of Qingdao Y cinema,to solve the practical issues of the marketing strategy and find out the ameliorated alternative of the marketing theory.It is beneficial for the cinema to improve its brand identity,preserve high-level competitiveness and achieve sustainable development.This article consists of four chapters,the main contents can be summarized as follows:The first chapter is the introduction,which primarily includes the background,purpose and significance of the topic,domestic and over-sea research trends,principal contents and method of the research.The second chapter illustrates the current film market environment,including the analysis of Chinese and Qingdao film market environment.It analyzes the development of the film market,cinema lines,movie consumption and competition among cinemas from whole-to-part and big-to-small perspective.We can figure out the market environment which Qingdao Y cinema is engaged,and locate it in the appropriate market position.The third chapter analyzes the current business situation and marketing strategy of Qingdao Y cinema,including the operating situation,existing marketing strategies,problems of marketing strategies,SWOT matrix analysis.This part analyzes the actual situation of Qingdao Y cinema from multiple aspect,and find out the strength,weakness,opportunities and threats from the perspective of the marketing strategy.The fourth chapter is the ameliorated alternative of Qingdao Y cinema's marketing strategy,which is composed of three parts: market orientation of Qingdao Y cinema,the exploration and optimization of marketing strategy and the implementation of marketing strategy.Based on the analysis of the current market condition and marketing strategy of the previous content,this article is going to explore the concrete marketing strategy and the way to implement it combining the actual situation.Based on the market orientation of Qingdao Y cinema,this article aims to offer the direction for exploration and optimization of marketing strategies included product,distribution,price,promotion,people,physical evidence and process.It possesses decent high practical significance to provide feasible alternative for implementing the marketing strategy.The research of this article helps Qingdao Y cinema to explore it own advantages to maximize its profit,realize sustainable development in the intense competition and also present reference in the field of management for other film companies.