Research On The Competition Strategic Of Cinema For Guangzhou Jinyi Media Corporation

Affected by major public health and safety incidents,China’s film industry experienced a huge impact in 2020 and entered a comprehensive adjustment period in2021.As of July 20,2021,it has been one year since domestic cinemas resumed work.In the post epidemic era,although the national box office and film viewers have maintained a steady recovery,the epidemic still has a far-reaching impact on the industry,which will take some time to return to normal.After the "baptism" of the epidemic,the film industry is experiencing the most difficult moment,but it is also carrying out a new round of self innovation.How to grasp the opportunity and start again to create a peak is the beginning of this paper.At present,China’s film industry is recovering steadily,but due to the particularity of its operation,the impact of the epidemic on the whole film industry still exists,and the industry environment and development situation have also changed compared with that before the epidemic.On the one hand,the restriction of cinema attendance has become one of the control measures for the normalization of the epidemic.During the reporting period,the epidemic in some areas such as Shijiazhuang,Beijing,Yunnan,Anhui and Guangdong occasionally repeated,and many cinemas were suspended,which had a certain impact on the film box office;On the other hand,under the epidemic situation,the shooting and production progress of film and television dramas is disrupted,and the uncertainty of release or broadcasting plan increases,which may further prolong the shooting and production cycle and increase the cost;At the same time,the schedule effect in the post epidemic era is more obvious,the competition in important schedules is fierce,and the polarization of the film box office is intensified.In addition to a few head films that can achieve high box office,it is difficult for other films to make a breakthrough at the box office,and the investment risk of the film and television investment industry increases.Through the strategic research on the company’s cinema investment business,it is concluded that the business form and strategic layout suitable for Guangzhou Jinyi film and television media Co.,Ltd.radiate around its core competitiveness to make itself more influential and promising in the industry,so that the company’s business and income profits are less affected by the epidemic,Faster recovery to pre epidemic health,different from and ahead of other competitors.This paper is divided into four chapters.Firstly,it expounds the research background and significance,research methods and contents of Jinyi film and television media Co.,Ltd.,as well as the literature review and theoretical basis cited in this paper.Secondly,it makes a systematic analysis on the competitive status of Jinyi film and television media Co.,Ltd.under the current economic situation,including the general situation,competitive status and existing problems of Jinyi film and television media Co.,Ltd.,as well as the causes of the existing problems.Thirdly,it analyzes the macro environment of Jin Yi,including political and legal environment,economic environment,social and cultural environment and technical environment;Analyze the environment of film and television industry;The internal environment analysis of Jinyi film and television media Co.,Ltd.includes: marketing ability,management level and business resources.Finally,the SWOT analysis method is used to analyze the internal and external environment of Jinyi film and television media Co.,Ltd.,and integrate the four strategies of so,wo,st and wt.the conclusion is that the so strategy is the most suitable for Jinyi film and television at present.From the above analysis,we can see that Jinyi film and television faces more opportunities than threats,and has more advantages than disadvantages.In recent years,the state has actively promoted the development of film and television industry,and all regions have increased policy support.The vigorous development of film and television upstream has driven the development opportunities of terminals.In addition,sudden major public health events are both threats and opportunities.Can we actively use our own brand influence to expand more high-quality cinema projects in this event,At the same time,vigorously develop the number of franchise cinemas,which determines whether we can further become the top three in the industry in the future,and it is easier to obtain competitive advantage in the future.Under the current situation of relatively unfavorable environment,Jinyi film and television should make use of its own advantages,seize opportunities,actively adopt so strategy,actively expand high-quality projects,seize market share,maintain its stable position in the industry,and make breakthrough progress in the film and television terminal industry by using its own core competitiveness.Through part of the practice,the differentiated competition strategy formulated in this paper is preliminarily feasible,and the implementation of some business plans has also achieved preliminary results,attracting more high-quality customers,improving customer satisfaction,and expanding more high-quality cinema projects.Vigorously promote the projects of non cinema box office revenue,improve the non box office revenue of the cinema,vigorously develop the secondary marketing of cinema members,and improve the added value of individual customers.The rich online sales modules also enable customers to have a broader understanding of Jinyi film and television in addition to film ticket sales.Accumulate experience and lay a foundation for the further implementation of differentiated competition strategy.