Development of Communication Strategy of the Company in the Segment of Online Sales of Movie Tickets on the Example of LLC " Kinopoisk"

Annotation Digitalization is a process that has completely penetrated into our lives. In particular, the process reached e-Commerce. The e-Commerce market itself has also affected the market of movie tickets, which is mentioned in this work. Including the state moves to the side of digitalization, and begins to fight illegal video rental on the Internet. On the one hand, the state regulates the policy in the field of cinematography, on the other hand, the Russian Internet user is getting older, as it grows with the Internet. These two factors significantly affect the wave of Internet users who can, or will be able to, purchase content for money. Every year there is a huge number of marketing tools and new metrics that can be used to track the consumer, and if marketers have learned to monitor the consumer, the consumer does not yet understand how to use some technologies. This significantly reduces the performance of the sales campaign. Management seeks to mitigate this problem by means of communication with consumers. The purpose of the work is to develop a communication strategy of the company "Kinopoisk" and recommendations to the company's management for the development of online ticket sales service. The work consists of three chapters. The first Chapter describes what is the communication activities of companies, tools and strategies of marketing communications. In the second Chapter, an analysis of all communications service Kinopoisk with the user from the meeting on the site to the moment when a person has already bought a ticket and went to the cinema hall. In the last part of the work, the analysis of two studies related to the online sale of tickets through the service Kinopoisk, as well as give recommendations for further communication with the user online and offline.