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1、西安建筑科技大学硕士论文之中，其外部形象和装饰风格也与万达广场保持一致，内部影院的主色调、背景、装饰和标志等在所有连锁院线都有统一标准。另外，在保持的同时不断更新装饰风格，使其始终处于时尚前沿，吸引消费者眼球。由此提出符合其发展的建设性、创新性营销策略，对企业未来发展及中国电影院线的营销提供启示。关键词：万达院线；市场细分；市场定位；营销策略西安建筑科技大学硕士论文TheResearchofWandaCinema’sMarketingStrategiesSpecialty:BusinessManagementName:ZhouYingInstructor:SongQiAbstractW
2、iththedevelopingofpeople’smateriallife,wewantmoretoenrichourspirit.Asspiritualenjoymentandakindofentertainment,it’sbenefitedforpeoplewholiveinthemoderncitiesforalongtimetogotocinemastohavefunandrelaxthemselves.Wandacinemahasbecomethetopcinemaoftheworldandtheonlycinemawhichoperated,managed,arrang
3、edfilms,brandedbyawholecompanyinChina.Foronething,therehavebeenmanydomesticresearchestoWandacomplex,ortothemarketingpatternsofcinemas,buttothemarketingstrategiesofWandacinemainspeciallytherearefewpeopletostudy.Foranother,itismeaningfultoresearchWandacinema’smarketingstrategiestodiscoverthewinnin
4、gpointofmarketingandproblemsofdevelopment,analyzingthereason,andsolvingproblems.Inthispaper,weresearchandanalyzethemarketingstrategiesofWandacinemaaccordingtothetheoriesofMarketing.First,analyzetheinnerandoutercircumstancesofWandacinema’smarketing.TostudythesurroundingofthedevelopingofWandacinem
5、a,toanalyzeandcomparewithitscompetitors,toresearchforitsmarketingideas,operatingpatterns,marketingteams,andequipments.Second,domarketsegmentsfrompopulation,region,behavior,psychologyandatlastdecidethetargetmarket.Makemarketpositioningofbrand,serviceandimageandmakethefinaldicesion.Third,according
6、totheresultofmarketsegmentsandmarketpositioning,toanalyzeproductstrategies,placestrategies,pricestrategiesandpromotionstrategiesindifferentsideanddepth.Inaword,thearticle’screativepointiswrittenbasedonthestudyofmarketingstrategiesofvariousindustriesandcinemas,todotheresearchpointedatWandacinemaw
7、hichisaspecialindividual,tomakethetargetmarketdecisionwhichincludesmovingtosecondtirelcities,choosingpeoplewhoseagebetween18-35,theonewhounmarriaged,paid1500-5000permonth,andgotaneducationofcollegeand西安建筑科技大学硕士论文dothefinalma
