Analysis on the Marketing Strategy and Sustainable Development of Chinese Cinemas in the “Internet Plus” Era

Last modified: December 14, 2022
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Project Title: Analysis on the Marketing Strategy and Sustainable Development of Chinese Cinemas in the “Internet Plus” Era
Author: Miss Chen Yan
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: Education Management
Faculty: Graduate Schools
Academic year: 2022
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Published:
Conference
Conference Proceedings
National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021

Citation

Chen Yan. (2022). Analysis on the marketing strategy and sustainable development of Chinese cinemas in the “Internet Plus” Era. (Master’s independent study). Bangkok: Siam University.


Abstract

With the growth of the national economy and strong support for the cultural industry, China’s domestic film industry has maintained constant growth. The reform of the theater chain system began in 2012 and brought the domestic film market rapid development. The Chinese film market, over nine years, started at 920 million yuan and grew to a scale of 10 billion yuan and shows continued growth due to the Internet plus era. Significant changes transpired over the past few years, and cinemas faced many opportunities and challenges. This study focused on the influence of the Internet plus environment on the cinema market and its marketing strategies, then provided effective marketing strategies for Chinese cinemas based on analyzation of increasing consumer satisfaction. Through literature research and quantitative research, this study found that the current consumption orientation of moviegoers showed a trend of diversification centric on quality-oriented, price-oriented, comfort-oriented, and convenience-oriented. Cinema marketing strategies should also be based on combining content, channels, new media applications, and complementary marketing methods to realize the transformation and upgrade of the internalization of film marketing. Finally, cinemas should pay closer attention to the quality of the actual film and improve word of mouth to increase China’s film profits revenue. Therefore, by studying the marketing issues of the film industry and analyzing the favorable advantages of consumers’ satisfaction with the support of the Internet plus marketing, effective internalization of marketing strategies and sustainable commercial development of Chinese cinemas could be realized.

Keywords: Chinese cinema, marketing strategy, consumer satisfaction, sustainable development.


Analysis on the Marketing Strategy and Sustainable Development of Chinese Cinemas in the “Internet Plus” Era

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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