Research On Marketing Strategy Of Shenyang Branch Of HD Cinema

Since China’s reform and opening up,the national economy has achieved high-speed and sustainable development.Residents’ living standards have been constantly improved.The consumption capacity and structure have been constantly improved.Residents’ consumption proportion in culture and entertainment has been gradually increased.These have laid a solid foundation for the high-speed development of China’s film market.More and more cinemas are opening as a result of the hot film market.So the film market’s competition is heating up.The rapid expansion of the cinema industry leads to some negative problems such as high degree of homogeneity,poor service experience and limited profit model.Some cinemas are facing the survival challenge because of long-term loss.However,the coVID-19 outbreak began in early 2020.All the cinemas have to close down.Cinemas are facing a bigger challenge.This paper firstly takes services marketing,experience marketing and other theories as its theoretical basis.Through extensive investigation and reading literature,the writer objectively analysis the external and internal environment of Shenyang branch of HD cinema in Shenyang market,and point out the advantages,disadvantages,opportunities and threats of Shenyang branch of HD cinema in Shenyang market.The writer also use porter’s five Forces model and SWOT analysis model to summarize the marketing strategy of Shenyang branch of HD cinema.Shenyang branch of HD cinema has achieved some success,but it also faces some problems such as the decline of service experience,weak publicity,limited profit model.This paper also analyzes these problems and puts forward corresponding marketing countermeasures.And then this paper analysis consumers’ movie-watching behavior.Through the analysis of a large amount of data and the analysis by means-destination chain model,this paper elaborates on consumer behavior.And then,this paper analyzes the marketing strategy of HD cinema Shenyang branch based on STP strategy,7Ps strategy,sevice marketing and experience marketing theory.This paper also uses the 7Ps theory to improve the marketing strategy.The paper develops the marketing strategy for Shenyang branch of HD cinema from seven aspects of product,price,place,promotion,people,physical evidence and process.In order to ensure the implementation of marketing strategies,this paper makes corresponding plans and control measures according to the actual situation of enterprises.This paper formulates effective marketing strategies and specific measures for the company to meet its own development needs and market challenges in the method of combination of theory and practice.Through the research of Shenyang branch of HD cinema,it also want to provide references for other companies in the same industry.