RESEARCH ON MARKETING MANAGEMENT OF QINGDAO GRAND THEATER CHINA
Keywords:
Qingdao Grand Theater, pricing strategy, promotion strategyAbstract
This article studies the marketing strategy of Qingdao Grand Theater.Through the study of domestic and foreign theater marketing research status and related marketing theory, it lays a certain theoretical foundation for formulating the corresponding marketing strategy of Qingdao Grand Theater.Through the market investigation and result analysis of different audience groups, this paper comprehensively analyzes the internal and external environment of Qingdao Grand Theater and the problems existing in the current marketing strategy, and outlines the marketing strategy blueprint of Qingdao Theater from four aspects of product strategy, pricing strategy, promotion strategy and channel strategy.This paper is divided into five chapters. The first chapter is the research background and significance, the research status, ideas, content and methods, the 4P, 4C and 4R theory, the fourth and 5 investigate the audience of Qingdao Grand Theater, dividing it into product strategy, pricing strategy, promotion strategy and channel strategy.It is hoped that through the research on the marketing strategy of Qingdao Grand Theatre, it can provide a good theoretical reference for the future innovation and development of Qingdao Grand Theatre, and also provide useful reference materials for similar theaters in China
References
Sun Liang • Marketing of Culture and Art [M]. Beijing: Culture and Art Publishing House, 2008.
Chen Ping. Theater Operation Management -- Model Construction of National Grand Theater [M]. Beijing: People's Music Publishing House, 2015.
Gu Jiang • Research on Cultural Industry Brand Building and Promotion Strategy [M]. Nanjing: Nanjing Publishing House, 2012.
Han Liping • Art Marketing Case Teaching and Research [M]. Beijing: China Literary and Art Federation Press, 2014.
Golden Light. Art and Management [M]. Yunnan: Yunnan Fine Arts Publishing House, 2015.
Luo Libin • Cultural Marketing [M]. Beijing: Higher Education Press, 2013.
LU Xiangdong • Evolution of Modern Theater in China [M]. Beijing: China Architecture and Architecture Press, 2008.
Ma Renjie • Principles of Management [M]. Beijing: Posts and Telecommunications Press, 2013.
Pan Hong. Discipline Construction and Cultural Creativity [M]. Yunnan: Yunnan People's Publishing House, 2015.
qi yue. Theater Brand Management [M]. Beijing: Intellectual Property Press, 2018.
Qian Shijin • Classic Cases of Culture and Art Performance Market [M]. Shanghai: Shanghai Conservatory of Music Press, 2012.
Xie Dajing. Management and Operation of Performing Arts industry [M]. Shanghai: Shanghai Music Publishing House, 2007.
Yu Jinglu • Ice-Breaking Journey -- Shanghai Grand Theater Tour [M]. Shanghai: Shanghai Jiao Tong University Press, 2014.
Chen huan. Preliminary Study on institutionalization and Standardization of Opera Production in National Grand Theatre [D]. Beijing: China Conservatory of Music,2011.
Cheng Xiao • Research on The Management and Operation of Chinese Theater [D]. Shanghai: Shanghai Theatre Academy, 2017.
Chen Zhen. Nanchang: Nanchang University, 2018. (in Chinese)
Chen Yang • Research on implementation Path of Public Art Education Function of Theater [D]. Beijing: Beijing Dance Academy, 2019.
Sean song. Research on Program Planning and Program Management Mode of Shanghai Grand Theater [D]. Shanghai: Shanghai Conservatory of Music,2012.
Ding Ba • Integrated Marketing Communication Theory and Its Application in China [D]. Xi 'an: Northwestern Polytechnical University, 2003.
Feng Yu. Research on the Marketing Strategy of Shanxi Grand Theater offline of Poly Theater [D]. Tianjin: Tianjin MusicologyHouse, 2015.
Guan H Y. Research on operation experience of Tianjin Cultural Benefit Card project from 2015 to 2017 [D]. Tianjin: Tianjin Conservatory of Music, 2019.
Research on Marketing Strategy of Speech Product "Meet" of Gao Junhua Theatre [D]. Shanghai: Shanghai International Studies University, 2020.
Hu Jie. Research on The Marketing Strategy of Hangzhou Theater [D]. Changchun: Jilin University, 2020.
Huang Xin. Brand Planning and Marketing of Shanghai Lanxin Theater [D]. Shanghai: Shanghai Conservatory of Music, 2012.
Jia Xiaoyu -- Research on Theater Marketing Strategy -- Based on the Analysis of Guangzhou Theater [D]. Jinan University, 2011.
Jiang Tao • Brand Building of Theater [D]. Beijing: China National Academy of Arts, 2017.
Li Dian-yi. Research on the Operating Status of Tianjin Grand Theater [D]. Tianjin Conservatory of Music, 2017.
Luo Cheng. Research on Integrated Marketing Communication of Tian Han Cultural Brand in Tian Han Grand Theater [D]. Hunan University, 2008.
Lu Xiangjuan • Research on Marketing Strategy of Qingdao Theater [D]. Qingdao: Qingdao University,2017.
Yang R Y. Research on the market operation of Tianjin Grand Theater from 2012 to 2017 [D]. Tianjin: Tianjin Conservatory of Music,2018.
Yunze Theatre Performance Management Evaluation System research [D]. Changsha: Central South University, 2013.
The Walt Disney Grand Theater [D]. Shanghai: Shanghai International Studies University, 2019.zhang Lin. The Development of Cultural Performance from the Successful Operation of the National Center for the Performing Arts [D]. Beijing: Central Sound Music Academy, 2010.
Chen Mengwei. Modern Economic Information,2010(12):28-29.]arilk. Application of Network Marketing in Theater Operation -- A Case study of Shandong Provincial Grand Theater [J]. Arts Management (Chinese and English),2020(04):107-113.
Cheng Hui. The theoretical path model of the initial brand Derivative design -- The Design Rules of the Brand Derivative of Oriental Film and TheaterDesign, 2017(12):114-116.
Cheng J, DING W J • Tang X Z drama international Communication strategy under the Background of "One Belt and One Road". Comparison of cultural innovationResearch, 2019, 3 (18) : 87-88.
Gong Xiaoli. Analysis of theater marketing mode under Internet thinking [J]. Chinese Market.2020(14):+ 134 127-128.
Liang T M. The Battle of Red Cliff -- A Record of nantong More popular Theater "Red Cliff" planning publicity and marketing activities [J]. China Film Market, 2008 (09) : 25-26.
Hao Yinan • Research on theater brand building under the policy of cultural industry revitalization [J]. Shanghai Art Review,2020 (4) : 102-104.
Li Jiangfeng • Discussion on the Problems of Theater Marketing Planning [J]. Journal of Hunan University (Social Science Edition),2000(S1):55-61.
Liu Liming. Analysis on The Course Construction of Theatre Operation Management -- "Training Course for Theatre Operation and Management Talents"Art Review, 2017(11) :66-72.]
Liang Qing. The model of serving the public -- the idea and mode of management of Vienna People's Opera HouseSichuan Drama, 2019(02):72-78.
Li Wenming, XU Yuanlin. British drama culture tourism integrated marketing communication and its reference to China -- Isha• journal of central south university of forestry and technology (social science edition), 2013,7(01):28-31+38.
Ma Ming, Chen Mengdi. Research on operation and Management of Yangzhou New Theater from the perspective of brand Communication [J]. Art Education,2020. (01) : 43-46.
Qiao Yan. Art Science and Technology, 2017 (04) : 343-344+358.
Sui Kexin. Research on brand Marketing Strategy of traditional theater under the Background of new Media -- Take Taoli Mei Grand Theater as an example[J]. Modern Marketing, 2018(03):52.
Su Shundong. On the Operation Strategy of theater Performance in third-tier cities [J]. Drama Literature,2019(08):130-132.
TCL-Branded Hollywood Chinese Grand Theatre opens up a new era of Chinese brand international entertainment marketing [J]. IT Times WeekPublication, 2013 (02) : 65.
Xu Rongping • Strategies for Improving the Level of Theatre Comprehensive Management [J] • Asia-pacific Education, 2019 (07) : 182.
Yuan Jun. The key to the brand construction of theater -- to establish the brand plays of theater [J]. Finance (Academic Edition),2010 (24) : 93-94.
Zhao Zhuo. Production and brand Strategy of short video of stage art in new Media Era -- classical sound of National Center for the Performing ArtsChina Media Science and Technology,2020(11):110-112.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
