Predicting the development path of Bona Film based on the marketing mix theory

Abstract

In 2017, with the rising Chinese film market, some Chinese private film and television companies began to establish other businesses, many of which failed. The aim of this study was to investigate the future development route of a Chinese private film and television company. In this paper, a detailed study of the case was employed to utilize facts and information such as the number of Chinese theater lines, the representative Chinese film box office, and Bona Films’ yearly financial statement. As a result of the article’s investigation, first and foremost, the Bona Film is in a loss situation in 4Ps due to the outbreak. Thus, Bona Film needs government policy support. Then, from the standpoint of the 4Ps, Bona Film is primarily concerned with the investment, production, and distribution of Nationalist films. The product category is too narrow. Finally, Bona Film’s cinema is too small to build a complete Bona Film system.