贵阳越界影城的营销策略分析

Analysis of the Marketing Strategies of Guiyang Yuejie Cinema

摘要: 贵阳越界影城凭借《哪吒之魔童闹海》(以下简称“《哪吒2》”)的放映契机，以“亚洲最宽IMAX-GT银幕”为核心竞争力，结合精准营销与服务创新，实现了从区域性影院到全国票房冠军的跨越式发展。本文通过分析其技术赋能、体验升级与文旅融合策略，探讨其如何将短期流量转化为长期消费黏性的成功经验和成效，并针对该影城营销策略存在的问题，提出优化建议。

Abstract: Taking advantage of the screening of “Ne Zha: The Devil Child’s Rebellion at the Sea” (hereinafter referred to as “Ne Zha 2”), Guiyang Yuejie Cinema has achieved a leap from a regional cinema to the national box office champion by leveraging its core competitiveness of “the widest IMAX-GT screen in Asia”, combined with precise marketing and service innovation. This article analyzes its strategies of technology empowerment, experience upgrade and cultural tourism integration to explore its successful experience and achievements in transforming short-term traffic into long-term consumer stickiness. In addition, it puts forward optimization suggestions for the problems with marketing strategies of the cinema.