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营销策略相关论文范文,与对中国电影产业市场环境营销策略相关毕业论文格式范文
本论文是一篇营销策略相关毕业论文格式范文,关于对中国电影产业市场环境营销策略相关专升本毕业论文范文。免费优秀的关于营销策略及市场营销策略及九年义务教育方面论文范文资料,适合营销策略论文写作的大学硕士及本科毕业论文开题报告范文和学术职称论文参考文献下载。
cience,3Dthecreationofmovingpicturesinathree-dimensionaldigitalenvironmenthasbeenimplementedinthepost-productionprocesstocreateaspecialvisualeffectfortheaudiences.Ontheotherhand,sincethe1980s,therewasanewtrendthatanumberofuniversitiesbegantoopenpost-productioninstitutesforimagedesignandtechnologypractice.Moreover,manyinstitutions,academicdepartmentsandanizationswereestablishedbyprofessionalfilm-makers,toinstructadvancedtechnologiesandspecialistknowledgeofothercountries.
Chapter3:MarketingStrategy
Basically,movie,asakindofculturalproducts,isbothsimilarwithanddifferentfromthematerialproducts.Ontheaspectofthedifference,movieisanintangiblethingthatcannotbesubstantiallytouchedbypeople.However,assimilarasthematerialproducts,movieneedsmarketingprocesstomunicatewithpeopleaswell.Inthisrespect,marketingstrategiesarealsoapplicableinfilmindustry.
Generalspeaking,themarketingstrategiesthatcurrentlyimplementedinChina’sfilmindustryisnoteffectiveenough.ItwouldmakeChinesemovieslackofpetitiveforcesinbothdomesticmarketandoverseas.Therefore,itisextremelynecessarytoalterthissituationbycarryingoutrelativelyefficaciousstrategiesinstead.Inthischapter,theAnsoff’sstrategicmarketingdirectionsaswellasthemarketingmixwillbeanalyzed.Itwillmainlyconcentrateondiscussingthemarketingstrategiesthatshouldbeimplementedindomesticmarket,however,italsowillconsidertheoverseasmarketstosomeextent.
3.1StrategicMarketing
Withintheplicatedenvironmentwithincreasingmarketsaturation,fiercepetitionanddecliningprofitsinglobalfilmmarket,China’sfilmindustryrequiresgreaterconcernonmoreefficaciousmarketingstrategiestodirectthedevelopmentandenhanceitspetingcapabilities.AccordingtothefamousAnsoff’sStrategicMarketingDirections,“therearereallyjustfourways(strategicdirections)thatananizationcanexpanditsoperationstofilltheperformancegap”.
该文网址 http://www.sxsky.net/guanli/00313076.html
Ascanbeseeninthetableabove,Ansoff’sStrategicMarketingDirectionshasissuedfourelementsforstrategicmarketing.Theyseparatelyare:marketperation,productdevelopment,marketdevelopmentanddiversification.
3.1.1Peration
Firstofall,perationisconsideredasthestrategywithlowestriskamongall.Itconcentratesonsellmoreofexistingproductstoexistingmarket.Usuallyitprisesintensivepromotionalactivities,moreaggressivepricingpoliciesandextensivedistributions.Forthosewhoadoptthisstrategywouldassumethereispotentialdemandorthepetingadvantageswillbefurtherexploited.However,theideathatitisdifficultforexistingproductstosatisfythechangingdemandsofcustomersandthemarketplaceliesinthecontrary.Whatismore,“thematchingofneedsbetweenthecustomerandthecorporationmustbenotonlypositive,butalsobetterorstrongerthanbetweenthecustomerandthepetitor”.IncurrentChina’sfilmmarket,alargeamountofaudiencesconsiderthatexistingChinesemoviesarelackofcreativitiesaswellasadvancedtechnologieswhichcanmaketheimagesandplotsmoreattractive.Contrary,moviesfromtheHollywoodandotherregionswhichcanbeviewedasthepetitorsofChinesemoviesarecapabletosatisfysuchdemandsofChineseaudiences.Inthisrespect,ifChinesefilm-makersdonottakeanyactionstoalterthissituationandtoimprovethequalityofmovies,theaudienceswillbeattractedbytheforeignoriginmoviesandconsequently,China’sfilmindustrywillgraduallyloseprofitsandmarketshare.
3.1.2ProductDevelopment
Thesecondstrategyisproductdevelopment,whichcontinuestofocusonexistingmarketbuttodevelopadditionalorreplaceableproducts.Itisassumedthatnewproductswillbeacceptedbytheexistingcustomers.Comparedwithperation,thisstrategyhasahigherriskfactorbecausenewproductdevelopmentcanbeexpensive,anditisequivocalthatwhetherthecustomerswillacceptthenewoneornot.RegardingthesituationofChina’sfilmindustry,itisundoubtedthatthegovernmentandfilmenterprisesshouldinvestmorefundstodevelopnewtypesofmoviestosatisfythedemandsoftheaudiencesaswellastoregainthemarket.However,thosenewtypesofmoviesmustbeproducedonthebasisofthemarketdemandsandtheirownmarketpositioning.Otherwise,itcanbringChina’sfilmindustryanenormouslossforsuchaninvestmenttodevelopunpopularmovies.
3.1.3MarketDevelopment
Withintheexistingmarketwhichissaturatedandtoopetitive,China’sfilmindustrycancontinuetoconcentrateondevelopingexistingrangeofproductsbuttoseekfornewmarketsabroad.ItisthethirdstrategyofAnsoff’sStrategicMarketingDirectionscalledmarketdevelopment,whichhashigherriskyfactorthanthetwostrategiesmentionedbefore.Basically,toopenupforeignmarketscanbringmoreprofitsanddevelopmentpotentialstoChina’sfilmindustry.Ontheotherhand,itismoreriskyaswell,especiallywhenenteringthenewmarketswhicharenotwellunderstood.ItisagambleforChina’sfilmindustrytoenteranewmarketwithoutsufficientinvestigationsonthemacroenvironment,markettrends,audiences’demandsaswellaspetitors’strategies.Forinstance,whenplanningthepricingstrategy
营销策略相关论文范文,与对中国电影产业市场环境营销策略相关毕业论文格式范文参考文献资料：