中文摘要
随着我国经济的快速发展，电影作为我国文化市场的密不可分的一部分，已成为我国城市居民生活的重要组成。这几年，国外电影进口大片数量和质量均不断提升，国内电影制作水平也水涨船高，涌现了一批高票房、高艺术性的好片。同时，我国观众的观影热情和观影水平大大提升，全国电影票房不断上涨，国内电影市场热度不断升温。仅深圳放映市场上，就有十余家定位于不同层次的不同规模的影院院线企业，在影片引进、观影促销、发展新会员等多方面存在激烈竞争。新成立的深圳市深影橙天院线有限公司，既面临着发展的大好机遇，同时在激烈的市场竞争中又面临着巨大的压力和挑战。因此，制定和选择科学合理的竞争战略，对于公司在未来市场竞争中稳扎稳打和持续发展具有十分重要的指导意义。
本文通过现代经济管理理论分析，对深影橙天院线的竞争战略进行了科学的系统研究和分析。首先运用 PEST 方法对深影橙天院线所面临的政策、经济、社会文化以及技术宏观环境进行分析，然后运用 SWOT 分析方法，对深影橙天院线所面临的外部机会与威胁，以及深影橙天院线内部具有的优势和劣势进行分析，在此分析基础上提出了具有针对性和操作性的三种可选竞争战略，并运用定量战略计划矩阵（QSPM 矩阵）对可选竞争战略进行分析，从中选择了最适合深影橙天院线有限公司的差异化竞争战略。然后提出了深影橙天院线差异化竞争战略的实施措施是影院定位差异化、放映产品差异化、影院服务差异化。本文主要意义在于为深影橙天院线有限公司的管理者科学决策和战略管理，从而为我国电影放映院线提高在国内电影市场上的竞争力提供一定的借鉴和参考。
关键词：PEST 分析；SWOT 分析；差异化竞争战略。
Abstract.
With the rapid development of economy in our country, the film as the inseparable part ofthe cultural market in China, become an important component of our country's urban life. Inrecent years, foreign films imported large quantity and quality are improved, the domestic filmproduction levels have increased, the emergence of a batch of high box office, high artisticquality better ones. At the same time, the audience to enhance the level of enthusiasm and filmscreenings, rising national film, heat rising domestic movie market. Shenzhen show the marketalone, there are more than ten aimed at different levels of different sizes of enterprises of thetheater and in the introduction, movie promotion, fierce competition and development of newmembers. The Shenzhen orange sky is facing development opportunities, both at the same timein the intense market competition and faced with great pressure and challenges. Therefore, todevelop and choosing scientific and reasonable competition strategy, to the company in thefuture market competition has important guiding significance to the steady and sustainabledevelopment.
Based on the analysis of modem theories of economic management, to The Shenzhenorange sky ' s competitive strategy of the scientific research and analysis system. First using thePEST method to The Shenzhen orange sky. faced by policy, economy, social culture andtechnology macro environment were analyzed, and then use the SWOT analysis method, TheShenzhen orange sky of the external opportunities and threats, as well as the deep shadow ofthe orange sky interior has advantages and disadvantages were analyzed, and on the basis of thisanalysis is put forward with pertinence and operability of three kinds of optional competitionstrategies, and using quantitative strategic planning matrix （QSPM matrix） to the optionalcompetitive strategy analysis, choose the most suitable for The Shenzhen orange sky co. LTD.the differentiation competitive strategy. And then put forward The Shenzhen orange skydifferentiation competitive strategy of the implementation of the measures is theaters positioningdifferentiation, product differentiation, cinema service differentiation. In this paper, the mainsignificance lies in the courtyard line co.LTD. Is a deep cinema line managers to scientificdecision-making and strategic management, thus for our country movie screenings line increaseon the domestic movie market competitiveness to provide certain reference and reference.
Key words: SWOTAnalysis, PESTAnalysis, diversified competition.
目录
一、绪论。
（一）研究背景和意义。
1、研究背景。
2、研究意义。
（二）研究内容和研究方法。
1、研究内容。
2、研究方法和工具。
（三）研究思路与框架。
1、研究思路。
2、研究框架。
二、相关理论概述。
（一）竞争战略理论。
1、成本领先战略。
2、差异化战略。
3、目标集中化战略。
（二）竞争优势理论。
（三）战略分析工具介绍。
1、PEST 分析工具。
2、SWOT 分析工具。
3、QSPM 分析工具。
