电影院营销方案.docxVIP

电影院营销方案

目录

1.内容描述................................................4

1.1项目背景.............................................5

1.1.1当前电影市场状况.................................6

1.1.2本方案的必要性...................................7

1.2目标与愿景...........................................8

1.2.1短期目标.........................................9

1.2.2长期目标........................................10

2.市场分析...............................................11

2.1目标客户群划分......................................12

2.1.1年轻一代95后和00后..............................14

2.1.2家庭市场........................................15

2.1.3学生群体........................................16

2.2竞争对手分析........................................17

2.2.1本地竞争对手....................................18

2.2.2全国连锁影城....................................19

2.2.3网络平台与流媒体服务............................21

3.市场营销策略...........................................22

3.1产品策略............................................23

3.1.1电影选择与采购..................................24

3.1.2放映技术........................................26

3.1.3服务升级........................................27

3.2价格策略............................................29

3.2.1票价机制........................................29

3.2.2优惠券与会员卡..................................30

3.2.3促销活动与套餐营销..............................31

3.3促销策略............................................32

3.3.1本地活动与社区推广..............................33

3.3.2网络营销与社交媒体互动..........................35

3.3.3合作伙伴关系....................................36

4.推广与传播.............................................37

4.1广告与公共关系......................................38

4.1.1电视广告........................................40

4.1.2报纸广告与杂志广告..............................40

4.1.3网络广告........................................41

4.1.4公关活动与电影节庆..............................43

4.2直销与直接营销......................................44

4.2