广州新影汇影城的营销策略研究

广州新影汇影城的营销策略研究广州新影汇影城的营销策略研究摘要电影文化作为衡量中国文化软实力的重要指标之一，近年来，中国影视行业发展迅速，短视频、网络视频的兴起对影城冲击较大，影城数量也呈指数增长，竞争空前激烈，对于影视行业的后来者，一套差异化的营销策略变得尤为重要。本文以广州新影汇影城作为主要研究对象，通过对其营销环境、STP 策略和 7Ps 营销组合策略的深入分析，结合影城观影者的问卷调查，发现影城营销中存在的问题并提出相关改进建议，从而提高新影汇影城在区域内的品牌知名度及营业收入，同时希望能为处在相同发展时期的电影院经营者提供参考借鉴，促进影城行业健康发展。关键词：新影汇影城；电影院；营销策略北京理工大学珠海学院 2020 届本科生毕业论文Research on marketing strategy of Guangzhou New Film Cinema CineplexAbstract Film culture is one of the important indicators to measure the soft power of Chinese culture. In recent years, China's film and television industry has developed rapidly. The rise of short video and online video has a great impact on the movie city. The number of movie cities is also growing exponentially, and the competition is unprecedented fierce. For the latecomers of the film and television industry, a set of differentiated marketing strategies has become particularly importance.Based on the analysis of marketing environment, STP strategy and 7PS marketing mix strategy, combined with the questionnaire survey of movie viewers, this paper finds out the existing problems in the marketing of Guangzhou New Film Cinema Cineplex and puts 2北京理工大学珠海学院 2020 届本科生毕业论文forward relevant improvement suggestions, so as to improve the brand awareness and business income of the high-tech movie city in the region, and at the same time hopes to be in the same place During the exhibition period, the cinema operators provide reference to promote the healthy development of the cinema...