The Brand Scheme And Marketing Of Shanghai Lyceum Theatre

Shanghai Lyceum Theatre goes through more than a hundred and fifty years, from its establishment up to now, possesses a long history and deep deposit of culture, witnesses the history of drama development of Shanghai and even China. From view point of culture resources, these details of history are becoming a superiority of Lyceum when it explores strong brand.This article, following the theory of brand management of Kotler and the theory of arts marketing of Kaiser, tries hard to scheme a strong brand and to work out a marketing plan for Lyceum, after analysing the external marketing environment, examining the internal management of it and drawing on the successful experiences of domestic and overseas marketing and management of theatres, according to its current situation and superiority of culture resources.