GJ国际影城盈利模式研究

发布时间：2019-01-08 18:25

【摘要】：本文首先是在我国文化产业大繁荣,国家连续三年出台支持文化产业发展的相关政策大背景下进行的选题。其次,本文结合盈利模式的相关理论,并借鉴其他影城的盈利模式实践经验,采用系统分析法、比较分析法与成本收益分析法对本文研究对象GJ国际影城的现状进行的全面的分析与评判,得出GJ影城存在四个方面的问题：一是在利润点方面存在利润点单一且盈利能力较低的问题；二是在利润源方面存在利润源划分不细致,尚处于大众化阶段的问题；三是利润杠杆层面存在利润杠杆起点较高和弹性不足的问题；四是在利润屏障构建层面存在潜在进入者威胁,竞争能力不高的问题。最后,基于以上分析研究,本文在制定合理的盈利来源计划、盈利方式与目标的具体原则下,制定出符合影城长远发展的盈利模式,总体分为以下四个方面：一是在利润点方面应推陈致新,增加新型利润点,提高现有利润点盈利能力；二是细分客户,将客户群体分为老人、儿童、情侣、成人和学生五类,根据类别制定不同营销策略；三是在利润杠杆方面不仅局限于价格杠杆的调节作用,同时应推行行业联盟政策,最大限度满足客户需求；四是在利润屏障构建方面,应利用自身优势,打品牌战略,防止潜在进入者威胁。
[Abstract]:This paper is the first in China's cultural industry prosperity, the country issued three consecutive years to support the development of cultural industry under the background of related policies. Secondly, this paper combines the relevant theories of profit model, and draws lessons from the practical experience of other movie cities' profit model, and adopts the system analysis method. The comparative analysis and cost-benefit analysis of the current situation of GJ International Studios, which is the object of this paper, are comprehensively analyzed and evaluated. It is concluded that there are four problems in GJ Studios: one is that the profit point is single and the profitability is low; The second is the problem that the division of profit source is not detailed and it is still in the popular stage, the third is the problem of high starting point and insufficient elasticity of profit lever in the level of profit lever. Fourth, there is the problem of potential entrant threat and low competitive power at the level of profit barrier construction. Finally, based on the above analysis and research, under the specific principle of making reasonable profit source plan, profit mode and target, this paper formulates a profit model that accords with the long-term development of the movie city. The whole is divided into the following four aspects: first, in the profit point should promote Chen Zhixin, increase the new profit point, improve the profitability of the existing profit point; The second is to subdivide the customer groups into the elderly, children, lovers, adults and students, according to the category of different marketing strategies; Third, the profit leverage is not only limited to the regulatory role of price leverage, but also should promote the policy of trade alliance to meet the needs of customers to the maximum extent; Fourthly, in the aspect of profit barrier construction, we should make use of our own advantages, strike brand strategy and prevent potential entrants from threatening.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J946

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