Study On The Diversification Strategy Of GY Movie And Television City Based On Synergy Theory

As an important part of the film and television industry chain,the film and television city undertakes important functions such as the producing film and television works、spreading and inheriting culture,increasing employment,revitalizing regional economy,and improving regional image.It plays a significant role in driving relevant industries,and have long been valued by the government.However,affected by the epidemic situation and the in-depth adjustment of the film and television industry market,the traditional film and television cities are faced with the urgent need for strategic transformation in recent years.Located at the foot of Xiqiao Mountain,Nanhai District,Fo Shan,GY Film and Television City has built Hong Kong Street,Shanghai Street,Guangzhou Street,Ming and Qing Imperial Palace and other realistic age blocks,which have driven tourism development through film and television shooting for a long time.However,in the process of diversified operation,it has many problems to be solved such as unclear development mode,weak main business,excessive dependence on ticket economy,lack of characteristics in tourism development and cultural connotation injection,large asset scale but not strong,and the overall operation ability needs to be improved.In order to solve the above problems,based on a study of the relevant literature at home and abroad,this paper initially uses the PEST analysis method to analyze the macro environment of GY Filmand Television City,uses Porter’s Five Forces Model to industry environment analysis,and uses EFE matrix to conduct quantitative evaluation.Secondly,combined with the interview results of senior executives,the internal environment of the enterprise is analyzed from two aspects of resources and capabilities,and quantitative evaluation is made using IFE matrix.Finally,the comprehensive use of SWOT matrix analysis shows that GY Filmand Television City should still adopt diversification strategy as its primary development direction,and formulate a diversification strategy adjustment plan according to its diversification development status and existing problems.It is suggested that GY Filmand Television City implement the relevant diversification strategy and make full use of the core resources and capabilities of the enterprise.It can adhere two main business which including film and television and cultural tourism.The film and television business sector extends to both ends of the film and television industry chain through external coordination and vertical diversification.The cultural tourism sector can implement horizontal diversification strategy and develops film and television tourism,research tourism,festival tourism,etc.Through the diversification of market,product and marketing,maximize the market share and profitability of the enterprise in the film and television industry and cultural tourism industry.Finally,this paper proposes feasible implementation and safeguard measures accordingly.The research and adjustment of diversification strategy adapts to the current trend of cultural industry development.It can not only provide strategic guidance for GY Film and Television City long-term comprehensive and sustainable development,but also provide reference for the strategic transformation of other film and television cities.