Analysis Of IMC Of Original Musical In China

With more people’s needs for spiritual culture,cultural products have gradually gained attention.Musicals,which is an integrated form of stage performance art,make artists and audiences close through diverse modern expressions.It has quickly won the audience’s favor,and the market of musical continues to heat up.Compared to the introduction of only one or two musicals in the past year,the amazing recording of more than ten original musicals in 2017 has become a veritable “Blowout year” for the musical market in China since the 21 st century.Wicked,the first original musical to open its tour in 2017,has created an upsurge in the entire market.It has become one of the best original musicals in 2017.As musical has a distinctive commodity quality,it requires advanced marketing strategies to expand the market scale to achieve economic benefits,but its level of marketing promotion is difficult to compare with similar cultural products(such as movies),therefore,the author introduce The Integrated Marketing Communication theory which has attracted attention in recent years to improve the promotion of original musical in China.For this purpose,the author got internship at Rudder Finn which is famous PR company in the world and AC Orange which brought Wicked to China.Through case studies,literature research methods,in-depth interviews,questionnaires,etc,first of all,the author clarifies the main content of the Integrated Marketing Communication and present status of development in China.Secondly,it introduces the information of Wicked and AC Orange,and in the theoretical perspective of IMC analyzed Wicked promotion plans in three cities in China.Finally,by comparing the cases of Wicked in the United States and Australia,the author proposes the existing problems of the project.At the same time,provides a new perspective for the marketing of musicals.Since then,I summarized my own practical experience and research results over the past three years in the thesis.I also sincerely hopes to make contribute to the sustainable development of the Chinese musical market.