Research On Fuxin CMC Cineplex Marketing Strategy

The main purpose of this paper is to enrich the research on marketing strategy about the cineplex's business scope,and to fill the blank of the marketing strategy of the cineplex at it's primary stage.In order to explore a set of new marketing strategy which can help the newly developing cinema to play their own advantages,increase revenue,expand the brand influence and enhance the market competitiveness at in-depth analysis and research of the CMC Cineplex in Fuxin.Firstly,the paper introduces the research background,significance and related concepts and theories;it also analyzes the development process of domestic and international marketing strategy and the development situation of the film marketing research.It lays a solid theoretical foundation for the study of marketing strategy of the Fuxin CMC Cineplex,it also provides some appropriate analytical methods,and explore the vacuum zone of the paper research.Secondly,the paper makes a comprehensive analysis of the micro-environment,industry environment and internal marketing aspects of the CMC Cineplex with lots of research methods,such as the PEST analysis,Porter's five forces model and SWOT analysis methods.Thirdly,under the guidance of STP theory,the paper makes the market segmentation based on the statistical analysis of the Fuxin CMC Cineplex Consumer Questionnaires' data.through this market segmentation,the target market selection analysis study to determine the CMC Cineplex scientific and reasonable market position that quality leads the brand.Finally,with the "4C" marketing idea for the "4Ps" strategy,the paper designs a set of scientific and reasonable marketing strategy which main line on product,price,channel and promotion.The marketing strategy integrates services marketing,networks marketing,senses marketing and other marketing means in one.Then the paper put forward some security measures which is helpful to implement marketing strategies from organization construction,financial management,human resources etc..The vigorous development of Chinese film industry brings spurt growth of the cineplex,the competition between them become more and more intense.It is believed that the research findings not only are practical and effective for Fuxin CMC Cineplex,but also have certain reference value and reference significance for the improvement of the marketing strategies of other cinemas in the same industry.