Research On Marketing Strategy Of D Cinema Company In Wuhan

In recent years,the domestic film market has achieved rapid development,and as the direct supplier of film products,the theater companies have also achieved considerable development.However,with the increasing number of theaters,the direct competition between them becomes increasingly fierce.In addition,major video apps have also come to take a share,and theater companies are facing great challenges.Many traditional cinema companies have different degree of problems in the matching degree of consumer demand,the rationality of price setting,the construction of channel system and customer communication.In this context,how to optimize and adjust the traditional marketing methods according to the marketing environment and characteristics of the Internet era is very important for the development of theater enterprises.Taking D cinema company as an example,this paper analyzes its marketing situation,marketing environment,existing constraints and causes,and puts forward a series of feasible marketing countermeasures.The research results of this paper have certain theoretical and practical significance for the promotion of D cinema company’s marketing ability,and also have important reference value for other cinema companies to make scientific and reasonable marketing strategies.This paper is divided into five parts.First of all,it combs the basic concepts and theories,and analyzes the related concepts and theoretical basis of cinema company marketing.Next,through the way of questionnaire,the author collected the views of consumers,analyzed the current situation and problems of D cinema’s marketing strategy in Wuhan.Secondly,it discusses the marketing environment of D cinema company in Wuhan from three aspects: macro development environment,industry competition environment and internal development environment.Thirdly,based on the 4Cs theory,the marketing optimization strategy of D cinema company in Wuhan is designed.Finally,the paper puts forward the guarantee measures to promote the optimized implementation of the marketing strategy of D cinema company.Through investigation and research,this paper finds that the marketing of D cinema company has the following problems: firstly,the existing films and movie derivatives of D cinema company do not match the needs of consumers highly;secondly,the price strategy is relatively rigid,and the differences of price sensitivity of different consumer groups are not taken into account;thirdly,the channels are too centralized,and the new marketing channels are not taken into account Underutilization.Finally,there is a lack of customer communication and interaction with customers through new media and social software.Under the framework of Internet 4I marketing theory and 4Cs marketing theory,this paper proposes that the marketing strategy of D cinema company should be optimized from the following four aspects:(1)optimizing product design to meet different customers’ needs in film arrangement and selling;(2)improving the differential pricing system for differentdemanders based on the pricing principle of over value of goods;(3)from the perspective of customer’s From the point of view,build convenient purchase and acquisition channels for film tickets,food and derivatives;(4)make full use of new media,community software and emerging marketing mode to strengthen interaction and communication with customers in promotion.In addition,in order to ensure the implementation of the marketing strategy optimization of D cinema company,it is also necessary to optimize the company’s organizational structure,strengthen the construction of the company’s marketing team,and establish an excellent corporate culture.