Analysis And Strategy Optimization Of SJ Film Industry’s Market Expansion In Shanxi Province

In recent years,the market environment has undergone drastic changes and technology has developed rapidly.The development of an excellent enterprise should not be limited to expanding its scale and improving its quality,but should also focus on the innovative application of technology.The same applies to the film distribution industry.To achieve sustainable development,film distribution companies must adhere to the concept of "breakthrough,then breakthrough".As a private small-scale start-up film distribution company,SJ Film Company needs to analyze its market expansion and propose expansion strategies to compete for a place in the film market in Shanxi Province.Taking SJ Film Company as the research object,this paper uses STP theory and marketing mix 4Ps theory to analyze the company’s advantages of strong financial strength,rich film resources,excellent human resources team,strong ability to obtain film distribution resources,strong marketing service ability and organizational management ability.It points out that the company has insufficient consideration of market segmentation variables,unscientific selection of target markets,and too wide range of market positioning,Some film distribution products are disconnected from market demand,causing conflicts of interest among various parties due to box office revenue sharing,relying too much on traditional cinema channels,and the professionalism of distribution and promotion is still weak.Then,using the PEST model and Porter’s Five Forces model,identify the development opportunities of favorable government support policies,increasing market demand,stable and progressive economic development,increasing per capita disposable income of residents,as well as the lack of standardization in industry development,challenges from new media to traditional distribution,strong bargaining power of high-quality production companies,and challenges from the development of other film and television alternatives.Finally,based on the construction of SWOT matrix and development strategy selection,suggestions for optimizing the company’s 4Ps strategy for expanding the Shanxi film market are proposed,which include improving the decision-making mechanism for film introduction,selecting films that meet market demand,enhancing IP brand awareness,expanding the company’s brand influence,scientifically planning film release schedules,and effectively transforming target customers;Taking into account the interests of all parties,flexibly adjusting the distribution strategy,strictly controlling the cost of film distribution,and carefully selecting the distribution model;Improve the offline distribution model,improve the efficiency of offline teams,expand cooperation in online distribution channels,strengthen box office data analysis,strengthen the integration of online and offline film distribution,and play a role in promotion and distribution integration;Improve the promotion strategy for film distribution,strengthen marketing and publicity efforts,strengthen public relations maintenance,form a joint promotion force for integrated promotion,strengthen film word-of-mouth promotion,and enhance the effectiveness of film distribution.