随着电影产业在我国的发展,消费者对影院所提供的视听感受及其服务要求也越来越高。目前,由于市场竞争的推动,国内各个城市的影院改扩建正在稳健发展。因此,影城的品牌形象建设也就越来越有必要性。影城品牌形象品牌是一种名称、标记或符号。品牌的目的是借以辨认某个销售者的产品或服务,并使之区别于竞争对手。品牌传达了质量保证的信号,向消费者提供长期特定的利益、特点和服务。影城品牌是现代电影市场最有效的商业竞争手段,拥有独特品牌形象可以与竞争对手形成一种品牌差异,从而形成竞争的差异化优势,开辟特定市 With the development of the movie industry in our country, the audio-visual experience provided by consumers to theaters and their service requirements are also getting higher and higher. At present, due to the promotion of market competition, the reconstruction and expansion of theaters in various cities in China are developing steadily. Therefore, the construction of Cinema’s brand image is also more and more necessary. Studios brand image brand is a name, mark or symbol. The purpose of a brand is to identify a seller’s product or service and differentiate it from its competitors. The brand communicates the signal of quality assurance to provide consumers with long-term specific benefits, features and services. Cinema brand is the most effective commercial competition in the modern movie market. Having a unique brand image can form a brand difference with competitors so as to form a competitive differentiation advantage and open up a specific city