Research On The Innovation Of Marketing Strategy Combination Of Performing Art Company G

With the development of the national cultural system reform, many artistic performance groups in China have transformed into enterprises and some of them are facing operational problems. Their marketing strategies are ill-defined, limited and unclearly aimed. Under this trend, Cantonese Opera Troupe A and B has changed from governmental subordinate institutions and merged into a wholly state-owned enterprise, G Company in 2009. It is also incurring problems in operation.This paper will focus on:(1) the context of choosing this topic and the defining of the main problems to be discussed in the paper; (2) layered analysis on the marketing environment of G Company:G Company should be consumer-oriented, adhere to the principle of combing both economic and societal benefits and utilize its comparative advantage to produce exquisite new Cantonese Opera, package superior classical repertoires and occupy the medium to high-end markets of cities and high-end market of villages with big-budget performances.The innovation of this paper lies in:(1) creativity in the marketing mix. (2) innovation of each component of the marketing strategies with the characteristic and marketing environment of Cantonese Opera products incorporated.