Research Article
Empirical Analysis on the Influential Factors of Business Strategy in the U.S. Movie Industry Based on Marketing Mix Models and SWOT Analysis of Data about Market Performance A case Study on DC Films
@INPROCEEDINGS{10.4108/eai.18-11-2022.2326903, author={Junqi Fu}, title={Empirical Analysis on the Influential Factors of Business Strategy in the U.S. Movie Industry Based on Marketing Mix Models and SWOT Analysis of Data about Market Performance A case Study on DC Films}, proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China}, publisher={EAI}, proceedings_a={ICEMME}, year={2023}, month={2}, keywords={marketing strategy swot analysis dc films movie market}, doi={10.4108/eai.18-11-2022.2326903} }- Junqi Fu
Year: 2023
Empirical Analysis on the Influential Factors of Business Strategy in the U.S. Movie Industry Based on Marketing Mix Models and SWOT Analysis of Data about Market Performance A case Study on DC Films
ICEMME
EAI
DOI: 10.4108/eai.18-11-2022.2326903
Abstract
DC Films, an American film studio, was established by Warner Bros. in 2017. Compared to the major competitiveness, its previous “DC Extended Universe” project performed as a relative failure in the US market. Currently, it has largely changed its commercial strategies, focusing on new product and distribution projects. This study aimed to evaluate DC Films’ current marketing strategies and its prospects in the US movie market and industry, through analysis on the collected data about its market performance, to find out the best strategy for the film industry to have a better future. In order to do that, The paper reviews Borden and McCarthy’s Marketing Mix and 4Ps theory, and another study about how those elements as subsidiaries of each concept in 4Ps playing roles in the actual marketing practice. A SWOT analysis and Marketing Mix Model was adopted to categorize DC Films’ different factors into 4Ps, and through providing analysis on data about market performance of DC Films collected and extracted through the software Octoparse, to evaluate their effects and influence over DC Film’s competitiveness in the current and future movie industry.An important factor being revealed through the data analysis in the research is the technical and consumptive characteristics of streaming service.