Research On The Competitive Strategy Of Shenyang Wanda International Film City

Films enrich people’s spiritual life and are indispensable in the cultural market.The development of the film city faced with great opportunities at the same time of encountered powerful threat because of fierce competition.The demand on high culture and film culture of citizens in Shenyang has improved gradually,there is good social and cultural environment for the film development.There are only 18 cinemas in 2009 in Shenyang,while the number is 58 in 2015,the highest in the three northeastern provinces.However,due to the large number of film studios,the large difference in hardware decoration between the old and new film studios and the increasingly smaller difference in software and services between the new film studios,film cinemas have less of an appeal.In this context,it has important practical significance to explore the competitive strategy for Shenyang Wanda International Film.This paper systematically analyzed the competitive strategy of Shenyang Wanda International Film.Firstly,the macro environment was dissected using PEST analysis,including the policy environment,economic environment,social and cultural environment and technical environment.The industry environment was analyzed based on Porter Five Forces Model,Explored the industry market,suppliers,competitors,potential competitors and consumers.Afterward,this paper analyzed the internal environment,namely,projection equipment,marketing strategy,corporate culture and financial status.Through the SWOT analysis,it is found that Shenyang Wanda International Film City has the advantages of stable passenger flow,good hardware and government relations,and also there are some disadvantages such as lack of human resources,lack of personalized marketing strategy and high fares.On this basis,this research carried on the SWOT analysis to the Wanda Film,and put forward the competitive strategy suitable for the development of Wanda Film: science and technology strategy,difference strategy and marketing strategy.The relevant recommendations and supporting measure of implementation were put forward at the end.The conclusion of the study reveals the uniqueness of the competition in the field of the theory and puts forward a scientific competition strategy for Shenyang Wanda International Film in practice field,which provides some reference for improving the market competitiveness.