Marketing Strategy Analysis Of Zhuhai China Film International Cineplex

As one of the earliest special economic zones established in China,Zhuhai is located in the southeast coast,with developed economic conditions and a vibrant film market.At present,there are 46 cinemas in Zhuhai,and the commercial competition among cinemas is very fierce.As China Film International Cineplex occupies the largest market share in Zhuhai city,how to gain more advantages,win more markets and earn higher box office in the new era of industry competition has become the main goal of cinema marketing.This paper takes Zhuhai China Film International Cineplex as the research object.Firstly,literature review method is used to collect relevant theories of cinema marketing to understand the front-line views on cinema marketing at home and abroad.Secondly,by means of questionnaire survey and field investigation,to understand the development of cinema;Then from the film industry development,social economy,market competition and other aspects of the macro and micro marketing environment of the cinema in-depth analysis;Then using STP analysis method,the market segmentation,target market,market positioning of multiplex three-dimensional analysis;Then,under the guidance of the 7P theory of service marketing,a systematic analysis is made from the highlights and shortcomings of the marketing strategy of movie studios.Finally,based on the above research,the author puts forward corresponding reform suggestions for the problems existing in the marketing strategy of Zhuhai China Film International Cineplex.Through the study of this paper,in the theoretical sense,to explore the best marketing mix strategy for the development of cinema chain cinema,enrich the relevant theories of modern cinema chain cinema marketing,and provide theoretical reference for other researchers and cinema chain cinema marketing staff;In a practical sense,on the one hand,it can help Zhuhai China Film International Cinema to improve marketing ability,expand market influence,increase box office revenue and maximize profits in the fierce market competition;On the other hand,it can explore the ideas of how to carry out marketing work in domestic cinemas,improve the operation norms of film consumption market,promote the service upgrading of cinema industry,and promote the healthy and sustainable development of Chinese film industry.