论文部分内容阅读
本文先以市场集中度指标为评测标准,对西安电影市场进行分析,指出其呈现的中高寡头结构,其原因在于各条院线采取了正确的竞争战略:大型院线的总成本领先战略,中小院线的目标积聚战略。这些战略使先期进入西安这一新兴区域市场的院线占据优势地位。进而参照企业竞争理论提出,新兴市场战略未必适合成熟期市场,全国市场战略未必适合区域市场这一关键命题,并进一步提出院线应当随着区域电影市场的成熟调整竞争战略,一定程度上否定了总成本领先战略和目标积聚战略在走向成熟的区域市场的适用性。最后提出在三大竞争战略中,差异化战略中的服务差异化是目前区域电影市场首选的重要战略。
In this paper, the market concentration index as the evaluation criteria for the analysis of the Xi’an movie market, pointed out that the high oligopoly structure presented by its reason is that each cinema adopted the correct competitive strategy: a large cinema total cost leadership strategy, small and medium Cinema’s goal accumulation strategy. These strategies have placed the cineplex into the emerging regional market of Xi’an preponderantly. Furthermore, with reference to the theory of firm competition, the emerging market strategy may not be suitable for the mature market, the national market strategy may not be suitable for the regional market, and further proposed that the cinema should adjust the competition strategy with the maturity of the regional movie market and to a certain extent, deny Total Costs Leading Strategy and Objectives The suitability of the strategy for aggressively moving into a mature regional market. Finally, it is proposed that in the three competition strategies, service differentiation in differentiated strategy is the most important strategy in the current regional film market.