Researchon Marketing Strategyof Qingdao Huaye International Film City

In recent years,along with the continuous improvement of the economic level,the demand of the general public for the level of cultural consumption is also growing.In this context,going to the cinema and watching movies has become one of the best choices for people's leisure and entertainment.With the continuous expansion of major courtyards,in the first-tier cities,the cinema market has gradually shown a saturated trend,which makes many investors begin to enter the second-tier and third-tier cities to seize the market.In Qingdao,the number of courtyards is also increasing,which makes the competition between cinemas and cinemas more intense.Huaye Yijia International Film City is a new film city in Qingdao,and it also faces many problems and challenges.With the dramatic increase in the number of movie cities,the competition between them becomes more intense.Therefore,before formulating marketing strategies,we should analyze the marketing environment.In this chapter,we analyze the macro environment of China's film market and the micro environment of Qingdao as well as the internal marketing environment of the film city,and grasp the internal and external marketing environment,which is also the premise of customized marketing strategy.In China,the research on the marketing of the courtyard is mainly concentrated in several famous courtyards such as Wanda and Yaolai,and the focus of marketing is mainly the film and television works themselves.However,today,with the increasing number of cinemas,their business is gradually diversifying.However,how a new cinema should be marketed is a blind spot that many people did not think of.From this we can find that the marketing strategy theory research for the film city is actually lagging behind its actual development.In this paper,the author will study the current marketing theory according to the actual situation,and take marketing,management and economics as the basis of research,combining with qualitative and quantitative analysis,study the actual marketing situation of the film city,and subdivide the market,determine the target market,and finally construct a set of reasonable marketing strategies.Slightly.In this article,the author hopes to fill in the blank of marketing strategy research in the early stage of development,and through the case study of Qingdao Yeyijia International Film City,to find a better way to help the emerging cinema enhance its influence,and increase revenue,enhance the competitiveness of the cinema city.