文档介绍：BU Lijuan 13431064
WANG Lu 13428810
SU Morong 13431161
ZHU Xiaoshan 13417134
Enlight Media in Chinese Film Industry
1
billion RMB
2
Brief introduction
information of Enlight Media
TV/Film/ Other entertainment
model adjustment
TV Driven – Movie Driven
3
Brief introduction
situation
Current ratio:
ROI:14%
Total debt ratio: 8%
EPS: (Huayi: )
4
Nature of Chinese film industry
Chinese
Film
Industry
%
%
%
%
%
%
Chinese film industry is an Oligopoly market. Top 5 companies takes up 82% market share in 2012.
Oligopoly
5
Competitors
Chinese
Film
Industry
6
Chinese
Film
Industry
Incentives: EcoProfit is huge
Incumbents want to set high entry barriers, new entrants want to enter.
Incentives
7
Regulation
Relationship
Capital
CFG & Huaxia
Huayi
Brother
Poly
Bona
Enlight
Media
Reputation
Relationship
Capital（Listed）
Expertise
Technology
Capital
TV program (experience)/Relationship
Chairman (王长田): personality / passion
Capital: 2011 get listed
Entry Barriers
&
Advantages
8
Genre and Production
Low budget/ High ROI
Young actors and directors
Comedy/ Youth movie
Target young people
Integrated Marketing Communication
Early marketing planning
Professional market research
Social media marketing
Distribution mode
Distribution agents
No cinema
Differentiation
9
Decision- Making
In Distribution
CEO, Project Planning,
Marketing Department
Promoting Department
Process
CEO: Wang Changtian
Investors, Producer
Distributor
10