Shtanova A. Marketing strategies of cinema chains

The dissertation is devoted to the scientific justification and development of methodological and organizational provisions and praxeological recommendations for the formation of a marketing strategy of cinema chains. To date, the specifics of the promotion of the network of cinemas in Ukraine are poorly studied, in particular, the conceptual and categorical apparatus is not formed. Proceeding from this, based on the study of the theoretical base of the conceptual framework for the topic, the dissertation proposes a clarification of the definition of a modern cinema as a complex organizational structure, the main activity of which is the showing of a film. The definition of «cinema chain» and «cinema chain promotion» has also been clarified. In particular, the chain of cinemas offers to consider two or more cinemas that are presented under the same trade mark. In Ukraine, cinema chains do not have franchises, and the management system is concentrated among the owners in the middle of the country. The marketing strategy of the enterprise is the process and result of marketing activities. There are industries in which approaches to the formation of a marketing strategy may not change for years and continue to be effective. However, the marketing of cinema chains must constantly change, involve new tools and approaches to adapt to the influence of the external environment. Every year, both global and regional changes of an economic, social, technical and cultural nature are reflected in the activities of the network of cinemas. This, in turn, leaves open the problem of forming a marketing strategy for a chain of cinemas. The film industry includes film producers, film studios, distributors, cinemas and streaming platforms, partly television. Cinemas are intermediaries between film producers and the viewer, the final link in the cycle of film production. Therefore, technical equipment, accommodation, atmosphere and service are important for a cinema. In addition, cinemas are venues for presenting films and holding premiere parties. The great role of the cinema in social life. For visitors, this is a place to spend time together outside of work, to relax and communicate with each other, to get the experience of watching movies together. This determines the topicality of the topic. Within the framework of a modern view of cinema chains, market changes are analyzed, special attention is paid to the description of the specifics of competitive strategies. The purpose of the dissertation research is to substantiate the theoretical and methodological base and develop praxeological recommendations for the formation of marketing strategies of cinema chains. The object of research is the process of forming marketing strategies. The subject of the study is the theoretical, methodical, organizational and practical foundations of the formation of marketing strategies of cinema chains. The introduction outlines the relevance of the topic, defines its purpose and relevant tasks, and the practical value of the research results for cinema chains. In the first chapter «Theoretical foundations of the formation of marketing strategy of cinema chains» the classification of marketing strategies is substantiated in view of their implementation by modern cinema chains in Ukraine. Thanks to this, marketers will be able to correctly choose the vector of development and the goals of the chosen marketing strategy, taking into account the current and future position of the network. Segments of cinema chains in Ukraine. Thanks to such segmentation, a clear picture of the activity of cinemas is built. A cinema chain's portfolio may include different segments of cinemas, which corresponds to a differentiation strategy. In the second chapter, «Evaluation of marketing strategies of cinema chains» are investigated the consumer behavior of guests of cinema chains was studied by surveying the population of Ukraine. According to the results of the survey, the potential for increasing the frequency of visits by implementing a loyalty program was revealed; increasing the number of bar checks at the expense of visitors who buy tickets at the box office; sale of tickets for sessions in VIP halls at the expense of the male audience; involvement of visitors to pre-premiere screenings in social networks. In the third chapter «Formation of marketing strategies of cinema chains» an optimized approach to the formation of a marketing strategy for a network of cinemas includes the stages. The application of the loyalty program as the main tool in the communication strategy, which will promote effective interaction with cinema visitors, is substantiated. On the basis of the answers regarding the peculiarities of the operation of cinemas, the rules were developed, which became the basis for providing praxeological recommendations regarding the activity of the cinema network.