基于SWOT分析的嘉纳现代影城竞争战略研究

发布时间：2018-03-31 00:08

本文选题：波特五力分析　切入点：SWOT分析　出处：《哈尔滨理工大学》2013年硕士论文

【摘要】：电影已经成为城市生活的中不可或缺的一部分，是文化市场的重要组成部分。这几年，国内电影制作蓬勃发展，涌现了一系列的卖座的好片，同时进口大片的数量也在逐年增加，这些因素大大的提升了观众们的热情，全国电影票房不断地上涨，国内电影市场热度不断升温。作为新建的哈尔滨嘉纳影城，既面临着发展的大好机遇，同时在激烈的市场竞争中又面临着巨大的压力和威胁。本文运用了现代管理理论，对哈尔滨嘉纳影城的竞争战略进行了系统的研究。首先运用PEST方法对影城的政策、经济、社会文化以及技术宏观环境进行分析，并结合“波特五力”模型，对影城的行业市场、供应商、竞争对手、潜在的竞争者与消费者等影城微观环境进行分析，继而运用SWOT分析方法，针对哈尔滨嘉纳影城所面临的外部机会与威胁，内部具有的优势和劣势进行竞争形势的定位，从影城放映设备、影城布局、从业人员、观影人数预测、票房预测多项竞争指标剖析嘉纳影城在市场中的竞争能力，在此基础上提出了有较强针对性和操作性的竞争战略：客户至上战略、品牌差异化战略和市场推广战略。研究不但有助于从理性层面理解电影产业竞争的独特性质，，还可以为影城管理者从战略高度进行科学决策和管理，提高企业在电影市场上的竞争力提供借鉴和参考。
[Abstract]:Film has become an indispensable part of urban life and an important part of the cultural market. In recent years, domestic film production has flourished, and a series of blockbuster films have emerged. At the same time, the number of imported blockbusters is also increasing year by year. These factors have greatly increased the enthusiasm of the audience, the national movie box office continues to rise, and the domestic film market continues to heat up. As the new Harbin Garna Studios, At the same time, it faces great pressure and threat in the fierce market competition. This paper uses the modern management theory to study the competition strategy of Harbin Jiana Film City systematically. Firstly, the PEST method is used to analyze the macro environment of policy, economy, social culture and technology. In combination with the "Porter five Force" model, this paper analyzes the microcosmic environment of the studios, such as industry market, suppliers, competitors, potential competitors and consumers, and then applies the SWOT analysis method. In view of the external opportunities and threats, the internal advantages and disadvantages, and the competitive position of Harbin Jiaona Film City, the projection equipment, layout, employees, and the number of people watching the film are predicted from the film city projection equipment, the layout of the studio, the number of employees, and the number of people watching the film. On the basis of analyzing the competitive ability of Garner Film City in the market, this paper puts forward a competitive strategy with strong pertinence and maneuverability: customer first strategy. Brand differentiation strategy and marketing strategy. The research not only helps to understand the unique nature of film industry competition from the rational level, but also can make scientific decision and management for film city managers from a strategic perspective. To improve the competitiveness of enterprises in the film market to provide reference and reference.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.5;J943

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