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分类号：F27学校代码：10596
密级：公开学号：2120211241
硕士学位论文
（全日制专业学位硕士）
朝阳W影城服务营销策略研究
研究生姓名：郭昂
导师：连漪教授
学科专业：工商管理
研究方向：市场营销
所在单位：商学院
二〇二三年六月Thesis for Master Degree
Research on Service Marketing
Strategy of Chaoyang WCinema
Graduate Student：Guo Ang
Supervisor：Prof.Lian Yi
Major：Business Administration
Direction of Study：marketing management
Affiliation：Business School
Jun,2023摘要
随着社会经济的飞速发展，人们的生活质量和消费理念也在不断提升硭?
洛的需求层次理论指出，人们的需求可以大致分为五个不同的阶段：生理（食物
和衣服），安全（工作盪希缃恍枰ㄓ岩辏鹬睾妥晕沂迪帧K孀派缁?
的进步，“解决温饱”的生理需求已经不再仅仅是一个重要的因素，消费者们开
始更加关注更多的细节和品质孀攀贝姆⒄梗嗣嵌杂谏缁峒捌湎喙氐幕疃?
日益增加的热情，而观赏电影这种充满仪式感、又充满独特意义的娱乐形式，也
得到了越来越多的消费者的认可。中国电影市场正在以惊人的速度增长，每年
增长率高达30-45%。竞争也越来越激烈孀诺缬胺庞呈谐〉娜找嫱驶?
院要在新的竞争环境中提高竞争力，获得市场份额，增加票房收入是非常困难的。
电影院需要及时采取措施，调整服务营销策略，以顾客的需求为中心，提供更有
竞争力的产品和服务。
本文首先采用文献综述法列举目前国内外对服务营销概念和服务营销策略
以及影城营销策略等相关研究。从宏观、行业和微观三个层面来看，朝阳W影
城在外部和内部环境下都有着明显的优势和劣势缓蟠庸塾罢咂谕钠奔邸⒀?
择影城的考虑因素、对影厅环境布置氛围、相较于其他影城的优缺点以及所螹?
得到的服务等进行问卷设计调査问卷，深入讨论了影响电影观众行为的因素，他
们不断变化的需求和目前影城提供的服务质量的缺陷，提出了目前朝阳W影城
的营销问题，并对这些问题进行了深入的分析和探讨诖嘶∩希疚母軸
TP理论分析了W影城的表现，根据该理论，影城的市场细分（S）、目标市场
（T）以及市场定位都得到了明确的定义，这表明W影城的目标市场是中高收入
的青年人饕勘耆禾迨窍肮咴诮诩偃蘸椭苣┛吹缬暗挠俺枪壑冢恢饕勰?
标群体是对质量和价格敏感的影城观众峁┯胖是叶捞氐姆瘛⒘己玫姆窕?
境和合理的定价标准詈螅耸迪钟俺堑哪勘辏擞?P理论，从服务产品、
服务价格、服务渠道、服务宣传、服务人员策略、服务流程策略、服务线路展示
等方面对W影城进行重新设计和优化，满足观众在这七个方面的需求，为影城
的发展提供更广阔的空间。
本文提供了一些有益的建议，帮助W影城制定服务营销战略蕴岣叻?
营销的潜力，改善内部管理，提高未来发展的竞争力保隽烁慕喙?
理论和研究方法的例子，并为影城公司发展和优化服务营销战略提供了建议。
关键词：电影；W影城；服务营销；7P理论
I Abstract
Maslows hierarchy of needs theory,which divides human needs into five
distinct categories -physiological,safety,social,and respect --self-actualisatio
n among them -has caused a gradual shift in peoples living standards and co
nsumption ideas due to the rapid growth of socio-economic conditions.The vas
t majority of consumers are no longer thinking only about the physiological le
vel of needs,which is the "solution to food and clothing",but about the highe
r ladder.They are beginning to show a great interest in social and existential
recreation,and movie-going is becoming more and more accepted as a ritualisti
c and special form of entertainment.The Chinese film market is growing at a
rapid rate of 30-45%per year and competition is becoming increasingly fierce.
As the film exhibition market becomes increasingly homogeneous,it is very d
ifficult for cinemas to improve their competitiveness,gain market share and inc
rease box office revenues in this new competitive environment.Cinemas must
act promptly to modify their service marketing tactics to furnish more competit
ive products and services with a concentration on customer requirements.
By employing the literature review approach,this paper initially catalogues
the current domestic and international studies concerning service marketing,se
rvice marketing strategies,as well as cinema marketing strategies.Then it anal
yses the advantages and disadvantages of the macro environment,industry envi
ronment and micro environment in which Chaoyang WCinema is located from
both external and internal aspects respectively.The survey questionnaire was t
hen designed to discuss the factors that influence the behaviour of cinema-goer
s,their changing needs and the shortcomings of the current services provided
by the cinema,and to present the marketing problems of Chaoyang WCinema
and analyse the causes of these problems.Analyses of the sources of these is
sues are conducted.The paper,based on STPtheory,examines the performance
of WCinema,which outlines the segmentation (S)of the market,the target
market (T)and the market positioning (P)of the cinema.The target audience o
f WCinema is evidently comprised of youthful males and females with middle
-and upper-income backgrounds.The main target group is the cinema-goers w
ho are used to going to the cinema on holidays and weekends;the main sales
target group is the quality and price sensitive cinema-goers.To provide high
IIquality,differentiated services,a good service environment and reasonable prici
ng standards.To reach the cinemas aims,the 7Ptheory is employed to redesi
gn and optimise WCinema in terms of service offerings,prices,channels,pub
licity,and personnel tactics.Strategizing service process and presenting services
line by line to satisfy the audiences requirements in these seven areas,thus br
oadening the scope of cinema growth.
This paper provides useful suggestions for WStudios to develop a service
marketing strategy to increase the potential of service marketing,improve inte
rnal management and enhance competitiveness for future development.At the s
ame time,it gives examples of improving relevant theories and research metho
ds and offers suggestions for developing and optimising service marketing strat
egies for studio companies.
Key words:film；WCinema；Service marketing；7Ptheory
III 。。。以下略
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