Hiệu quả của chính sách marketing trong việc thu hút khán giả tại Trung tâm Chiếu phim Quốc gia

Abstract

In the context of an increasingly competitive entertainment market and the rapid growth of online movie platforms such as Netflix, VieOn, and Galaxy Play, audiences’ viewing habits have undergone significant changes. This poses major challenges for traditional cinemas in maintaining and expanding their audience base. As a leading state-owned cinema institution, the National Cinema Center is responsible not only for fulfilling its political and cultural missions but also for ensuring effective business operations. Among these, marketing policies play a crucial role in building brand image and attracting audiences. This study focuses on evaluating the effectiveness of current marketing policies at the National Cinema Center, identifying the factors that influence audience attraction, and proposing solutions to enhance communication efficiency and improve the viewing experience.