The Establishment And Development Of Circuit Brand In China

Cinema is the most important channel for film projections and takesthe core position in the entire film industry as well. With the emergencyof circuit system, the original scattered cinemas were pushed into marketin an industrial and large-scale way, resulting in more considerable gains.Through mature operating models, circuit has brought rich box officereturns in USA and France, and yet the circuit system is still in theprimary process in China. Though it is developing rapidly, manyobstacles and dilemmas are in the way. This study was carried out tounderstand how to break the bottleneck of Chinese circuit development.It is believed that the establishment and sustainable development ofmature Chinese circuit brand is an important solution. This paper woulddiscuss about the establishment and development of Chinese circuit brandthrough, respectively, strategic management theory, communicologytheory and art psychology. Furthermore, case analysis of Wanda circuitwould also be done to study its successful experience and approach theindications for the domestic circuit development. The combination ofmanagementtheory, communicology theory and art psychology theory isone of the most important creative points. Based on the above theories,details of the establishment and sustainable development of mature Chinese circuit brand was discussed, and the regular pattern of circuitbrand development was studied. Moreover, it is the progressive relation,on the whole, that was employed to illustrate the thesis, from the overallstrategic concept to the concrete practice, and from the circuit brandestablishment to the brand extension.Chapter1focused on the conception of circuit, its developmenthistory and the present situation of circuit in China.Chapter2would discuss the establishment of Chinese circuit brandfrom the viewpoint of strategic management theory. Strategicmanagement is an ongoing process that formulates, evaluates andcontrols the strategic decision and action of the business and industries,it’s a comprehensive art and science. Based on the concepts, strategicmanagement could be divided to3stages: strategy formation, strategyimplementation and strategy evaluation. Thereinto, strategy formationcould be further divided into3stages: environmental analysis, settingobjectives and generating strategies. As to this article, after analyses ofthe overall development trend of China’s economy, the social tolerance tocircuit and the bottleneck of circuit development, an objective of buildingcircuit brand and achieving industrial development patterns was set.Afterward, with the help of Michael Porter theory, three differentstrategies, including overall cost leadership strategic thinking,differentiation strategy focus strategy, were generated, respectivelydepending on the specific situation of the concrete circuit. As to the strategy implementation, an case study of Wanda Circuit, which takes thehighest box office returns in China, was carried out to understand itsmarket competitive advantages and interpret its successful experience instrategy implementation. To be specific, the experience includesinvestment patterns (capital employment as the linkage and prospectiveawareness of covering the whole country), value chains intensivedesigned for the customs (CED idea and one-stop service), unique valueorientation (corporate culture and management programs), projectpackaging (hardware and software facilities of international standards),market exploration (covering second-line cities) and perfect industrialchains (production and human resource development). And as to strategyevaluation, the development strategy of Wanda Circuit would bediscussed and taken as a standard. Other circuits could develop the ownstrategy (investment patterns, management idea, facilities building andmarket exploration)after the comparison with Wanda Circuit.Chapter3would discuss about the sustainable development ofChinese circuit brand through, respectively, communicology theory, artreceiving theory and art psychology. It is believed that excellent qualityof commodities or service is an important way to keep good brandreputation. It includes excellent movies (movie selection patterns whichcould satisfy the normal projecting demands, especially for commercialfilms), art circuit or art hall (avoidance of movie homogenization is aneffective way to protect the public cultural option right) and improving technology.