On The Marketing Strategies For Changsha's Theater Industry

[Abstract] Changsha's theater industry is an entertainment one in which programs including songs and dances, cross talks, plays, magic tricks and fashion shows, etc. are the main resources, characterized by the local culture and operated by marketalization.As an entertainment industry, Changsha's theater industry used to be the highlight of the whole country; however, it has been on the wane since 2004.It is of special importance to carry out the study on the marketing strategy for Changsha's theater industry in the cause of reviving the industry, improving the market competition, making it develop rapidly and healthily and meeting people's needs for cultural consumption.The paper is mainly focused on: (1) the definition of the connotation of Changsha's theater industry and a study of its development and current situation; (2) application of the method of SWOT to the analysis of the opportunities and threats to the external environment and the advantages and disadvantages to the internal conditions; (3) the subdivision of its markets by market segments theory; (4) presentation of the marketing strategies for Changsha's theater industry.Changsha's theatre should stress consumer priority, adhere to the combination of social effects and economic benefit and adopt 7Ps strategies:Products strategy, which emphasizes the whole concept of Changsha theater products, refers to the insistence on band and feature tactics and the proper decision of the cycle time of programs, update of the contents of programs and improvement of its quality.Product strategy emphasizes the whole concept of theatre programs; adheres to brand and feature tactics; fixes program's lifecycle properly and updates program's contents and improves its quality.As far as price strategy is concerned, it aims at expanding markets by taking cost-oriented, need-oriented, disparity-oriented, and commission-oriented tactics according to programs' features, consumer's capacity and competition.While in placing strategy, it can be achieved through either door-to-door sale by booking, regular clients or through intermediary sale to restaurants, hotels, travel companies, newspaper agencies, banks and radio stations.Promotion strategy is attained by salesmen, experts, popular actors, hosts, consumers, newspapers, magazines, broadcasts, television, internet, tickets, or the theater's integrated promotion activity.Communication strategy can be implemented by face-to-face talks between the people of the theatre and the customers or by questionnaire, short message and internet.Management strategy is performed by perfecting management administration and carrying out star-grade praise system.Lastly, public show strategy can be completed through nice theater environment, facilities and atmosphere.