Research On Ticket Marketing Strategy Of Large-scale Concerts On Maoyan Performance Ticketing Platform

At the present stage,the level of consumption of people’s own culture and entertainment is gradually increasing.Exhibitions,films,concerts and other activities are constantly penetrating into people’s lives.Their content is always strong,and at the same time,they cover a variety of people.With the passing of time,the Internet technology has a significant development,and the performance market internal prosperity gradually improved,based on this situation,the Internet ticketing platform has made a significant development,especially after 2010,with the strong background of the ticket platform,such as The launch of Damai.com,online ticketing war.At the present stage,people’s own ticketing purchasing habits have been effectively formed,and there has been a qualitative change gradually.The "Internet+" has been effectively achieved in China’s performance market.In 2017,Maoyan Entertainment Company set up the performance Business department and started to set foot in the concert market.In this context,this paper studies the marketing strategy of large-scale concert tickets on Maoyan performance ticketing platform.First of all,this paper refers to relevant literature and then puts forward the research method and content of this paper.Secondly,it introduces PEST model,Michael Porter’s Five Forces Competition model,consumer behavior theory,fan economy theory,STP theory and so on to lay a theoretical foundation for further research of this paper.Thirdly,it analyzes the marketing status,marketing objectives and marketing environment of large-scale concert tickets on Maoyan performance ticketing platform,including internal environment,macro environment,demand environment and competitors,so as to provide basis for marketing strategy formulation.The cat’s eye is based on the theory of STP and 4 p theory presented show ticket platform of large-scale concert tickets marketing STP strategy and 4 p marketing strategy,product portfolio strategy,such as tickets through the discount price promotions,events,and on the basis of the marketing strategy implementation process is put forward four aspects as organization,system,technology,talent security measures,for the cat’s eye performance ticket platform large concert tickets the implementation of the marketing strategy.Through the application of marketing theory,this paper hopes to bring the corresponding reference for the marketing work of maoyan performance ticketing platform for large-scale concert tickets,so as to achieve effective acquisition of its own competitive advantages,and bring the corresponding reference and reference for the development of Chinese enterprises’ own ticketing strategy.