| Movies are a carrier to meet people’s needs for a better life.This industry has a history of more than 100 years in China.Movies can not only provide entertainment to the public but also have educational and cultural significance.Cinema is the terminal of the film industry chain,where consumers can feel the shock of movies through the big screen and stereo sound effects.With the development of the times,consumers are becoming more and more mature.For consumers,the cinema is not only a place to watch movies,but also asking for the products,product prices,product sales places,promotional activities,and service personnel provided by the cinema.The demand for service quality and cinema equipment is also getting higher and higher.Nowadays,the development of the Internet and new media is on the ascendant,and the movie-watching habits of the public have gradually changed with the emergence of online movie-watching.This phenomenon has also brought a heavy blow to traditional movie theaters,making the competition among traditional movie theaters more and more fierce.In addition,traditional movie theaters are also affected by the COVID-19 epidemic in 2020.In such a difficult environment,many studios have been unable to operate and shut down theaters.As movie theaters face various business crises,movie theater operators not only need to pay attention to the geographical location of the movie theater but also the service marketing management of the movie theater is also an issue that movie theater operators must pay attention to.This paper takes the service marketing of RL cinema as the research object,collects and analyzes relevant literature.This paper also analyzes the macro environment,industrial environment,SWOT,and service marketing status of the cinema,and conducts a survey of the director and service personnel of the cinema interviews.According to the 7PS marketing strategy,designed a survey questionnaire for movie theater consumer demand,combined with the conclusions drawn from the interviews and questionnaires to find out the current problems and reasons for movie theater service marketing,and use 7Ps service marketing principles to address the above problems.Improvements include rationally arranging films in terms of products,increasing the types of products sold,and increasing film IP derivative products;in terms of prices,different films are priced differently,different theater conditions are different,different time periods are priced differently,and prices are set according to the purpose of marketing activities;in terms of places,expand The number of members,pay attention to new media marketing places,strengthen self-media place management,and develop group customer places;in terms of promotion,carry out cross-industry alliance promotion methods,increase member rights,and increase non-member promotion activities;increase employee training in personnel management,and use people-oriented Humanized management mode,implementing multi-level positions;paying attention to the studio environment in terms of physical display,adding display cabinets around the movie and beauty display at the sales counter in the rest area,improving the hardware facilities and equipment of the studio;Rotation system,strengthen key service quality management,improve service process,and collect consumer feedback.In the end,a set of the theoretical system was formed that is more in line with the service marketing of RL Cinemas,and it also has guiding significance for the further development of the cinemas. |
