Suzhou Telecom Cinema Services Personalized Marketing Strategy Research

"Personalized marketing" is from the 20th century,90 years emerged a more advanced marketing strategy,most scholars believe that the idea of personalized marketing from the,relationship marketing principles." With the continuous development of e-commerce trade,in recent years,network consumption and online entertainment industry has become increasingly popular,increasing the number of information data,enterprise homogenization of competition continues to intensify,making personalized marketing began to more and more popular Attention.In the traditional marketing model,the company’s focus is mainly in the main business and related products in the production.To produce the product to meet most of the demand for the ultimate goal,expect in this way to achieve greater market share.With the improvement of the people’s economic capacity,the continuous development of the Internet and entertainment industry,consumer demand for today’s consumers are becoming increasingly high,more and more consumers want to be able to get personalized,customized service.With the intensification of market competition,supply and demand began to change gradually,regardless of physical consumption or network consumption have been from the enterprise-led model gradually tend to consumer-oriented model.More and more enterprises began to change the marketing idea,began to individual consumers of different needs for the production and business focus.In this process,follow the traditional marketing concept of corporate market share shrinking,and gradually began to lag behind,the market is experiencing a marketing in the consumer relations of the common reform.In the Internet development model,the concept of personalized marketing began to be gradually familiar with the consumer groups,and developed into a new,into the system of marketing ideas.Based on this,this paper analyzes the current situation of the individualized marketing strategy in the theoretical basis,analyzes the current marketing strategy of the enterprise from the perspective of the personalized marketing strategy with the SZDX cinema online ticketing platform as the carrier,Analysis of the enterprise in the current marketing strategy,the business process and operating performance of the shortcomings.According to the concept of the basic theory of personalized marketing strategy,the paper analyzes the shortcomings of the current marketing strategy of the enterprise,and discusses the advantages and disadvantages of the SZDX cinema platform and the necessity of implementation.On the basis of the previous research,this paper puts forward some suggestions on the improvement direction of platform marketing strategy.Based on the film market data of Suzhou City in 2014 and 2016,the detailed statistical analysis of the market viewing preference was carried out,and the degree of preference for different types of films and other related factors was obtained.At the same time,the statistics of different ages and degrees Consumers of their own viewing preferences,come to the Suzhou area of the film consumer preferences of the detailed conclusions.On this basis,this paper combines the personalized product strategy,personalized promotion strategy,Personalized price strategy,enterprise positioning transformation strategy,brand enhancement strategy and so on the SZDX cinema personalized marketing strategy of the specific implementation of a detailed design and Analysis,and draw a concrete conclusion.The research results of this paper have brought some suggestions to the development of the film market in China.The research ideas of this paper are the exploration of the defects of the traditional marketing strategy and the individualized marketing strategy The development has brought important reference.