Theatre Marketing Strategy Research

Cultural industries as construction, Guangzhou, one of the key projects, the Guangzhou municipal government invested 1.38 billion yuan to build the Guangzhou Opera House, is the third national theater. Guangzhou Grand Theatre opened within a year, hosted more than shows, but there is a lot of performance with low attendance by selling tickets buy, order and poor live performance and other issues, the highest in South China have not yet succeeded in establishing the brand image of Seoul Arts Center.In this paper, the development prospects of the performance market in Guangzhou and the Guangzhou Opera's own situation, firstly uses five forces model by Porter to make an empirical analysis for the competitive environment which Guangzhou Opera House faces. And then through the SWOT model to analyze the advantages and disadvantages, the opportunities and threats of Guangzhou Opera House, obtained current positioning of Guangzhou Grand Theatre Strategic ambiguity in the conclusion. Therefore, constructing the Guangzhou Opera House diamond model positioning strategy, the use of this tool in Guangzhou Opera House re-analysis of positioning strategy, the following conclusions:Guangzhou Opera House is the anchor point the interests of the audience can enjoy access to a high standard of culture, property positioning Point is held in high standard of theatrical performances, value orientation is that cultivates physical and mental pleasure. The three major market position in Guangzhou Opera House in place also need four points of marketing elements (product, price, place, promotion) and make some reasonable combination of improvements in order to protect differentiated marketing strategy smoothly.