Contemporary Opera Performance Marketing Research

The marketing of the drama performence is a marketing corpus to make a plan and to prepare to have a drama product,and to decide the price, to retail and make sales promotion to meet the demand of the drama market.Then the process of drama marketing is the drama producer or plan person to make a plan and develop the play basing on his market cognition and expectation, then give the performance on the stage which is involved in the performance marketing system, and adopt related method and measure to attract the audience to enter the theater, which at last complete the consume of the drama performance product and realize the expectation income.The relationship between the supply and the demand on the market has inclined from the selling to the perchase gradually with the development of the social economy, the idea of the marketing also turned from the producing center to the selling center gradually.Nowadays in the 21 centuries, the marketing has already come to a new stage of regarding the customer as the direction.Therefore, that'll be very necessity to have full understanding of your customer and the latent customer.In March and April of 2008,I had made a random of audience investigate in several Shanghai main theaters-Yi Fu Stage, Shanghai Grand Theater, Oriental Art Center,Yi Hai Theater and some office buildings in Shanghai.The article analysises detailed on the leisure of the audience/the audience interest/ the audience appreciate purpose and frequency/the marketing factors which influent the audience to buy the ticket.According to the marketing investigation, I summary that the reason of the contemporary Chinese traditional performance consumers decreasing in a few aspects as follows:the Chinese traditional performance is disjointed with the contemporary, the rhythm of the drama is too slow, diversification of the culture and the leisure, and young man's mental factors etc. .Marketing study is to divide the market,then choose the target market then decide the difference between own product and the others,thus quasi- oneself of market fixed position.On the foundation of the fixed position, we can have a marketing strategy.This text try to summary from the messy marketing method which carried on in current drama performance,then get Concept, Person, Festival,Tour,Exhibition & Meeting, Integration and Game totally seven marketing strategies, and explained them by many actual cases.As a kind of cultural marketing, the Chinese traditional performance marketing is inevitably different from the common commodity marketing which you can't get around when doing the research on the marketing of the performance.To compare to the common marketing,the marketing of the drama performance has a few characters.They are cultural characteristic, experience characteristic, diverse, regional,and permeate.The marketing of the Chinese traditional performance also differs from the general commodity marketing that lie in the cultural attribute, one time consumption of the drama performence and the conjecture of the Chinese traditional performance.In my oppinion,all the drama workers, include the performance staff and the drama theoretician etc., should keep a mindset of reasonable-ness.As for the marketing of drama,it should be the first to supply a good product.To go forward with the ages and innovation is the root and the demand of the development of the Chinese traditional play.Therefore,the Chinese traditional drama should pay attention on the reality.We should properly adjust the Chinese traditional play to be more modern under the certain dimensions.And we have to do the reform to reserve the essence and chop down the garbage.The theater and the performance group should reform the system of the economic and the human resources etc.,and to establish the system of the prize and punishment and the modern management,to develop the playwriter/the director and the stage designer who know well and love the tradition-al play,to use the talented person who is good at the marketing and the management to lead the Chinese traditional play to a prosperous future.