Project background:

A well-known domestic cinema chain brand wants to develop membership card business to improve customer loyalty and repurchase rate, but it lacks understanding of the needs, preferences and purchase intentions of target customers, as well as the competition and potential opportunities in the market. In order to develop an effective membership card development and promotion strategy, the brand commissioned Shangpu Consulting to conduct market research.

Project purpose:

Through market research, we can understand the market demand, consumer preference, purchase intention and use behavior of cinema membership card; analyze the characteristics, advantages and disadvantages of membership card products and services of benchmarking enterprises and potential partners in the market; explore opportunities and threats in the market, and put forward appropriate suggestions on membership card product design, pricing strategy, channel strategy and promotion strategy.

Project Content:

Market research mainly includes the following aspects:

Consumer survey: Using questionnaire survey and enterprise research methods, a sample survey of cinema consumers in different cities, different age groups, different income levels, different viewing frequencies and habits was conducted to understand their needs and preferences for cinema membership cards., Purchase intention, use behavior, etc.

Benchmarking enterprise analysis: using mysterious customer method and network search method, the membership card products and services of major cinema chain brands and other related brands (such as video websites, TV stations, etc.) in the market are analyzed, including their product types, functions, prices, concessions, services and other aspects, so as to evaluate their strength, advantages, disadvantages and strategies.

Opportunity and Threat Analysis: Collect and analyze relevant opportunities and threat factors related to the cinema membership card market, such as policies and regulations, technological changes, consumer trends, social culture, etc., to explore their impact and challenges on market development and promotion.

Project results:

Through market research, Shangpu Consulting Company has provided the following results for the entrusting party:

A detailed market research report, including market demand analysis, consumer analysis, benchmarking enterprise analysis and opportunity and threat analysis, with data tables and charts.

A targeted membership card development and promotion strategy proposal, including membership card product design (such as product type, function, form, etc.), pricing strategy (such as price level, price elasticity, etc.), channel strategy (such as online and offline combination, partner selection, etc.) and promotion strategy (such as advertising, member interaction, member feedback, etc.).

A market research data file, including raw data from questionnaires and corporate research, data from benchmarking corporate analysis, and data from opportunity and threat analysis.

A market research process document, including market research objectives, content, methods, steps, timetables, budgets, team members, etc.