Research On Shenyang Huachen Cineplex Marketing Strategy

"The Eleventh Five-Year period" is the period that Chinese film growing fastest in the history, the income of the National Film exceeded more than10billion Yuan, and the rate of increase is an average of30%, The number of the national cinema growth from1000to3000from the year2006to2011, the number of screen is nearly10,000, and the maximum annual increase of it is more than40%. It can be said that the Chinese film industry did a great progress under the exploding economy and national cultural development. China became the country has caught the attention of the world film industry.Accompanied by the intensification of market competition, how to maintain sustainable and development, how to dominate the market through effective marketing strategies is particularly important to the movie theaters. Especially in the case of China’s film distribution system is not yet fully market-oriented,theater in construction, the introduction of technology, supply of the film, box-office profit sharing is very common. To study theater marketing strategy, can provide a theoretical basis for theater growth and sustainable development. To establish a unique advantaged competitive is the eternal theme of the theater to achieve strategic development objectives, re-positioning by market segments, to take a series of marketing strategy, innovation and optimization initiatives, to provide a solution of win the market and long-term sustainable development for the theater,In this article, the author use the marketing management theory, competitive strategy theory, using the method of combining theoretical and empirical analyze the Shenyang film market, target customers, competitive environment, the main competition in order to identify and analyze the problems of the current marketing strategy of ShenyangHuachen Cineplex. To explore the optimal adjustment to take a varied marketing strategies, to obtain the business location with their own development needs and core competitiveness, access to unique competitive advantage. The main content is summarized as follows:The introduction is topics of the basis of research, research methods, papers, innovation, and limitations. The first chapter describes the the Shenyang Huachen Cineplex’s business development, including the establishment of the enterprise, branch development, analysis of box-office revenue, and profitability.The second chapter analyses the film market environment in Shenyang, including the pattern of development and competitive situation of the film market in Shenyang, through analysis the operate data and survey research of Shenyang film market find to out the development trend.The third chapter summarizes the analysis of the problems of Shenyang Huachen Cineplex marketing strategy. Including vague market positioning, lack of marketing sense, single-price system, and service innovation is not enough, not strong operating characteristics of the issues.The fourth chapter describes the marketing strategy that should be taken in Shenyang Huachen Cineplex. Including marketing segmentation strategy, pricing strategy, brand strategy, the characteristics of active policy, service innovation and differentiation strategy.The fifth chapter:To shenyang HuaChen cineplex marketing strategy implementation of the stage, periodic, combination is analyzed to explain.The sixth chapter is the concluding part of this article, the cake of the Chinese film market is still bigger and bigger, and the right marketing strategy for the Shenyang Huachen Cineplex has an important role. Developing the marketing vision, innovativing marketing ideas, and transmitting cultural values, to open up the development of Blue Ocean will make Shenyang Huachen Cineplex and even long-term sustainability of the National Film enterprises of great significance.