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导读：这是一篇市场营销专业的作业范文，讨论了电影院的横向营销。横向营销又可称为水平营销，其核心思想是跳出思维定式。作为一种横向思考，横向营销跨越了原有的产品和市场，通过原创性的理念和产品开发激发出新的市场和利润增长点。而电影院的横向营销就是包括影院在内一种异业整合即不同行业之间整合，能够帮助它在竞争中占据优势地位。 Horizontal marketing can also be called horizontal marketing, "thinking out of the box" is the core idea of its model. As a kind of lateral thinking, it goes beyond the original products and markets, and stimulates new market and profit growth through original ideas and product development. For example, yicang industrial co., a Japanese trading company, used to import traditional Chinese medicine from China. However, in an era when western medicine dominated the market, the sales of traditional Chinese medicine were not good, and a large number of drugs were stored in warehouses. Later, the company will be linked to traditional Chinese medicine and the Japanese habit of tea drinking, decided to open a combine Chinese traditional medicine and tea in central Tokyo's new industry - "Chinese prescription eat tea", after the set up shop business is very good. There is no essential connection between Chinese medicine and tea, but yicang has created a new market by jumping out of the marketing field of Chinese medicine. Summary, is in meet the film between the different needs of enterprise customers based on the commercial interests of strategic alliance, through the joint marketing, make full use of surrounding resources, break the barriers between various industries, reduce their costs and risks, creating each other after consumption to achieve a win-win situation. 横向营销也可以称为水平营销，“跳出思维定式”是其模式的核心理念。作为一种横向思维，它超越了原有的产品和市场，通过原创理念和产品开发刺激了新的市场和利润增长。例如，日本贸易公司益仓工业公司曾经从中国进口中药。然而，在西药占主导地位的时代，中药的销售情况不佳，大量药品储存在仓库中。后来，该公司将传统中医与日本饮茶的习惯联系起来，决定在东京中心的新产业中开一个中药和茶的组合 - “中药处方吃茶”，开店后生意非常好。中药与茶叶之间没有本质的联系，但是，宜仓通过跳出中药营销领域创造了一个新的市场。总结，是满足电企业客户的不同需求的前提下建立战略联盟的商业利益，通过联合营销，充分利用周边资源，打破各个行业之间的壁垒，降低成本和风险，创造彼此消费后实现双赢的局面。 In the specific implementation process, jinyi pearl river star times IMAX stores have selected and cooperated with a number of customers in the business alliance. First, cooperate with starlight times. Starlight era IMAX shop in addition to a member of the association letter stores in the mall with how many free after the movie tickets, while still in the association letter mall anniversary celebration of its member 10 yuan preferential activities to see a movie, a good blend in cinema marketing into the mall "+ nodes at ordinary times" in the promotion, make both sides at the same time to obtain actual sales and popularity. According to statistics, association star mall anniversary day letter, star times IMAX jyb pearl river shop on the day of attendance reached a record high since the opening of k, therefore the alliance with the store is very can promote the popularity of cinema itself. Second, alliances with stores within the mall. The strategic alliance between the star IMAX and a number of multi-industry merchants in the mall has been formed through "member discounts". Malls such as the little swan in hot pot, Chinese food, the eight immortals vanguard supermarket, king parenting articles for holding Jin Yixie letter starlight IMAX store membership card to store the customer give 8 discount or 88 discount discount, at the same time hold the store card customers to the cinema to watch movies to enjoy the same discounts as well. In addition to this for mass consumption "member discount", store in a beauty salon is also named "GSD" urban women against doing a "buy one, get" the beauty salon in card to send the tickets for the whole year packages are favorable, female consumers need to spend 2380 yuan can enjoy the facial treatment 24 times throughout the year, the year free manicures, beauty care, etc., all the year round and free movies can see at the same time, this has certain economic strength and scholarship for urban women is very popular, because all their holiday time was arranged "thoughtful". Third, alliances with Banks. Cinema and bank credit card jointly launched the concessionary activity is now widely used in the horizontal marketing of cinemas. Jin Yixie letter starlight IMAX store choice and everbright bank, industrial and commercial bank, China merchants bank, such as cooperation, by a bank a particular kind of brush card, such as everbright bank jyb card 10 yuan can get a chance to see a large, also can use the card one-time buy four 5 discount tickets to the theatre, the preferential for likes the movies but don't have too much extra money charging theater group membership card is very attractive. Fourth, alliances with mobile social platforms such as mobile, unicom and telecom. These phones for mobile terminal has the advantages of has a huge customer base via IMAX shop at a low price in the era of jyb starlight purchasing group to its alliance, that is, they will be at a low price to buy votes to free to their customers, through various activities to attract the customers to participate in activities in other projects, mobile phone customers will choose to get free tickets to the theatre or considering the age of starlight IMAX shop for viewing, by viewing a series of cinema consumption is driven up, as a result, movie theaters will mobile social platform of a large number of customers into their own customers, It has opened up a new consumer market for its own theaters. The horizontal marketing of cinema is a kind of cross-industry integration including cinema, that is, integration between different industries, which can help it to occupy an advantageous position in the competition. In chongqing nanping commercial circle, for example, in addition to the association letter starlight IMAX shop outside, still have the wanda cinema, hengdian movie theater, huayi brothers, such as the theater and cinema, the competition is fierce between some traditional vertical marketing such as custom ladder price, schedule and so on are adopted by the theaters and at the same time to become a sole advantage. At this time, the starlight IMAX shop just outside the market and the marketing pattern, choice and they have the same target consumption group of merchants alliance, the implementation of joint promotion, the families of different industry advantage accumulated by the cinema, the highest for consumers, attract index, because consumers have to pay for the same cost cases choice let yourself get more additional benefits of consumer psychology. Therefore, the adoption of the business alliance based on horizontal marketing has given the star IMAX store an exclusive advantage in the competition among the cinemas in the nanping business circle, which is higher than the box office sales of other cinemas. Horizontal marketing is more suitable for products with a short life cycle, such as movies, to help them enter the market more quickly. When conducting horizontal marketing, the cinema will combine the film content of a certain period of time to make corresponding business alliances. Like crazy for the recently released the primitive "diving" toy story 3 "cartoon series, such as association believe starlight IMAX store you will choose and store in a baby shop named" king "in the league, how with each member card, buy how many full send tickets to the theatre, etc., this theater with the help of the" king "business advantage, their corresponding movies content into the market soon. And when the animated hit, for other movie content, cinema and a new round of merchants alliance sales promotion activity, the actual operation are satisfied in the lateral marketing fast, convenient, economical characteristic. As the terminal link of the film industry, the marketing success of cinema is directly related to the survival and development of a film in the market. Moreover, today's film market, movie theaters are fierce competition, movies, consumers are more rational, foreign large impact to all sorts of threats, such as conservative of vertical marketing home theater not only lose on the starting line, marketing innovation is the key to winning, so how to do marketing innovation, how to develop more new consumer groups, to steady himself a member of the audience is cinema is the most need to solve the problem. |
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