本文运用了现代管理理论，对哈尔滨嘉纳影城的竞争战略进行了系统的
研究。首先运用 PEST 方法对影城的政策、经济、社会文化以及技术宏观环
境进行分析，并结合“波特五力”模型，对影城的行业市场、供应商、竞争
对手、潜在的竞争者与消费者等影城微观环境进行分析，继而运用 SWOT
分析方法，针对哈尔滨嘉纳影城所面临的外部机会与威胁，内部具有的优
势和劣势进行竞争形势的定位，从影城放映设备、影城布局、从业人员、观
影人数预测、票房预测多项竞争指标剖析嘉纳影城在市场中的竞争能力，在
此基础上提出了有较强针对性和操作性的竞争战略：客户至上战略、品牌差
异化战略和市场推广战略。研究不但有助于从理性层面理解电影产业竞争的
独特性质，还可以为影城管理者从战略高度进行科学决策和管理，提高企业
在电影市场上的竞争力提供借鉴和参考。
关键词 波特五力分析；SWOT 分析；PEST 分析；竞争战略
Abstract
The films are regarded as an essential section of city life and the important
part in the culture market. In recent years, the booming national film production
makes a lot good films and the number of import films is increasing. As these
factors, enhance the enthusiasm of the audience and the national box office
continue to rise and developed the domestic movie market. As the new cinema,
the Harbin Gannes Cinema is facing more opportunities as well as huge
challenging in the intense competition.
Through using the modern strategic management theories, the paper makes a
systematic study of the competitive strategy of Harbin Gannes Cinema. The
paper analyses the policy environment, economic environment, social and
cultural environment, technological environment of cinema. Combined with the
Michael Porter’s Five Forces Model, the paper analyses the market, supplier,
competitor, potential competitor, customer of Gannes Cinema. Through using the
SWOT Analysis in this paper, study and explore the competitive strategy of
Harbin Gannes Cinema in system, for the Gannes Cinema faced a variety of
internal and external factors. And the paper analyses and researches the strengths,
weaknesses, opportunities, threats of Gannes Cinema by some internal factors
like equipment, employee etc. Ultimately determine the competitive strategy of
cinema: customer first, brand differentiation, marketing strategy. The research
will not only help to understand the unique nature of competition in the film
industry from a rational perspective, can also studios managers from a strategic
decision-making and management, improve the competitiveness of enterprises in
the film market to provide references.
Keywords Michael Porter’s Five Forces Model, SWOT Analysis, PEST
Analysis, competitive strategy.
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