电影院是电影产业链上的重要环节,是电影票房经济的载体,也是直接接触观众的市场,其重要性可谓“牵一发而动全身”。中国电影市场的特性决定了影院之间存在着上映档期相差无几、产品高度同质、信息高度对称、甚至连营销手法都相同的激烈竞争,电影放映企业怎样才能从竞争中独树一帜分得最大的一块市场蛋糕呢?寻找目标观众、“说服”人们来购买、来消费、来享用电影这个产品,是行之有效的方法。只 Cinema is the film industry chain an important part of the film box office economy carrier, but also direct access to the audience of the market, its importance can be described as . The characteristics of China’s movie market determine the cinema there is almost the same release schedule, the product is highly homogeneous, highly symmetrical information, and even marketing practices are the same fierce competition, the film shows how companies unique from the competition was the largest piece Market cake? To find the target audience, “to convince ” people come to buy, to consume, to enjoy the movie this product is an effective method. only