Research On Competitive Strategy Of T Film

The development of the Internet and the rapid rise of video websites have promoted the continuous development and growth of the new media film and television market,and the online movie is ushering in an explosive period.The trend of high-quality movies refreshes the volume of movies played,and the continuous advancement of Internet technology brings people a new viewing experience.With the development of people’s new media viewing habits and payment habits,the new media film and television market contains huge commercial value.As a small and medium-sized enterprise in the new media film and television industry,how to seize market opportunities in the Internet era and occupy a unique competitive position in the fierce market environment,it is particularly important to choose a suitable competitive strategy.This paper first uses the strategic management analysis tool PEST model and the five forces analysis model to study and analyze the external macro environment and industry environment of T Film.With the help of the EFE matrix,the management of T Film and related industry experts surveyed and summarized 11 new media.The external key success factor of the film and television industry.Then,it analyzes the internal environment of T Films from two aspects of resources and capabilities,and summarizes 9key internal success factors of the new media film and television industry.Secondly,formulates T Films’ short-term,medium-and long-term development goals,and uses SWOT matrix analysis.T Film’s internal resources and capabilities compare the advantages and disadvantages of competitors and the opportunities and threats faced in external market competition.Quantitative analysis is carried out with the help of the QSPM matrix.According to the scores of T Films and experts in the industry,it is cost-leading and differentiated.And the centralization strategy selected the most suitable centralized competition strategy for T Films.Finally,with reference to T Film’s competitive goals,the implementation measures for the centralized strategy were formulated,including building corporate culture,improving corporate culture system,and strengthening corporate brand value;strengthening the production and operation of film and television products,seizing high-quality IP,improving the quality of film content,and optimizing Propaganda and channel cooperation methods;do a good job in the development of film derivatives,open up the upstream and downstream industry chain;strengthen customer management,the type of film should meet the needs of the audience while tapping potential target customers;improve corporate human resource management,and strengthen the construction of professional and technical talents in film and television,Optimize promotion mechanism and performance appraisal system.