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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。
formoviesgoingtobeshowninanewmarket,simplyknowtheaverageticketpricesofthepetitorsthereisfarfromenough.Strategically,itisnecessarytofindouthowmuchflexibilitythepetitorshaveinfurtherreducingtheprice.3.1.4Diversification
Diversification,whichistooffernewproductstonewmarkets,isthemostriskyoneinallofthefourdirections,althoughtherearehighestprofitsandpotentialreturnsaswell.Toavoidtheriskstothegreatestextent,firstly,itisnecessarytounderstandwellaboutthenewmarkets,ontheotherhand,toidentifythepetitiveadvantagesandmarketpositioningofthenewproductsalsocannotbeneglectedwhenenteringthenewmarkets.Inordertofurtherdevelopforeignmarkets,China’sfilmindustryshouldcontinuouslymakecontributionstotheproductionofnewtypesofmovieswithsignificantChinesefeatures.However,itisimportanttoensurethatthesemoviescanbeacceptedbytheaudiencesinthenewmarketsbecauseofthedifferencesofculturalbackgroundsaswellasartisticvalues.“Marketingrepresentstheboundarybetweenthemarketplaceandthepany,andknowledgeofcurrentandemergingtrendsinthemarketplaceisextremelyimportantinanystrategicplanningexercise”.
3.2MarketingMix
Marketingmixcanbedefinedas“thesetofcontrollable,tacticalmarketingtoolsthatthefirmblendstoproducetheresponseitwantsinthetargetmarket”.Itconsistsofeveryelementthatafirmoranindustrycanapplytoinfluencethedemandofitsproduct:product,price,promotion,place,people,processandphysicalevidence.Withthepurposetooccupydomesticmarketwiththelargestportion,China’sfilmindustryshouldtakestepstoreformthemarketingprocesstocatertothemarkettrends.Generallyspeaking,thestepscanbecarriedoutaccordingtothesefourelements:product,price,promotionandplace.
3.2.1Product
“Productsarethefocalpointbywhichpaniesseektosatisfycustomers’needs”.ItisatruththatChina’sfilmindustryshouldbearinmindinthedevelopmentnomatterindomesticmarketoroverseas.“Productspriseplexbundlesofattributeswhichmustbetranslatedintobenefitsforcustomers”,andthereisnoexceptionforthespecialculturalproductssuchasmovies.InnowadaysChina,audiencesnormallyhavehigherexpectationsonthemoviestheychoosethaneverbefore,nomatterwhattypesofthemoviesare.Theynotonlyseekforsatisfactionsafterseeingamovie,butalsootherdeepsensationssuchasexcitement,beingtouchedordisgust.Forexample,audiencesanticipatestoseekongfumoviesorsciencefictionmovieswithamassofadvancedputertechnologieswhichcanmakethescenesmoreattractive,themovieswithfascinatingplots,orathought-provokingsubjectthatcanmakepeoplestarttothinkaboutsomeseriousproblemsthatexistinginthesocietyafterwards.Inthisrespect,Chinesefilm-makersshouldmakeeffortstotheutmosttoenhancethequalityofthemoviestosatisfysuchdemandsoftheaudiences.
3.2.2Price
Asanoversuppliedproduct,itisdifficultforChinesemoviestoattractmoreandmoreaudiencesastherearemanyotherchoicesfromforeigncountriesexistingincurrentChina’sfilmmarket.Therefore,theremustbeagoodreasonfortheaudiencestochooseChinesemoviesinsteadoftheforeignoneswhicharegraduallyoccupyingalargeportioninChina’sfilmmarket.ToofferalowerpriceisagoodwaytoincreasethepetitiveedgeofChinesemovies.“Oneofthesolutionstoencouragetrialisbyofferingpriceswhicharesufficientlylowthatalargenumberofbuyerswillswitchfromtheirexistingsupplier”.Basically,thePerationPricingStrategycanbeadoptedtohelpChinesemoviestowinmoremarketshareinthepetitionwithforeignculturalproducts.Besidesthepetitiveprice,offeringdiscountsonspecialfestivals,regularcouponsaswellasfreeauxiliaryproductssuchaspostersorDVDscanalsoattracttheaudiences.Forinstance,theSpringFestivalisthemostimportantfestivalinChina.Peoplealwaysgettogetherwiththeirfamiliesatthattimeandhavevariousentertainmentsforcelebration.Togotothecinemaisonepopularoptionthatmanypeopleprefer.InordertoattractmoreaudiencestochooseChinesemovies,filmenterprisescanofferabigdiscountontheticketpricewithconcessionssuchasbuyoneticketandgetthesecondonehalfoff.
3.2.3Promotion
AccordingtoPalmer,“therealityofmostmarketsisfiercepetitionbetweensuppliersinwhicheachsupplierhastomunicatetopotentialbuyerstheuniquebenefitsofbuyingitsproductsratherthanthepetitor’s”.Inordertoobtainthebestresultinthepromotionprocess,itismoreeffectiveforChina’sfilmindustrytoapplythe“Pull”promotionalstrategyratherthanthe“Push”,forChinaisalargecountryinitsterritoryarea.Forexample,filmenterprisesanddistributorscanputadvertisementsonthebest-sellingnewspapersandmagazinesonanintensivebasisbeforeanewmovieisgoingtobeshowninthecinema.Besides,toholdpublicactivitiesinweekendsorholidaysisanotherpopularwaytopromoteamovie.Inaddition,topromotemoviesontheInterisgraduallybeingasignificantmethodnowadays.Inthe“1990s,theInterhasevolvedintoalowcostmassmunicationmediumthatempowersalmostanyonetopublishtexts,movingpictures,music,etcinstantly”.TheInterallowspeo
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：