The Research Of Experimental Theatre Business Strategy

Theater was born in China in the80s grand theatre drama stage, there is no one under the background of "crisis" of drama at the play, which makes the small theater naturally has strong pragmatic temperament, stress the management activity to earn profits to overcome the crisis, seek survival.Theater marginalized in the80s,90s dominated by the government of small enterprises to invest in the new century to boom, in recent years, the niche enjoy theater performances by gradually marginalized consumption view into the mainstream culture. Gradually expands as the cultural market, theater of entering the market competition as an independent subject, the management goal is by survive into focus on investment income, so the study on small business in China has positive practical significance.This article revolves around the theater this thesis analyses and discusses of operation:first of all to our small theater from institution to enterprise management of the process of identity transformation activities from single to diversity, from passive to active collection green fees involved in planning, financing, production, marketing process were summarized; Next to the new features of current our country small business are discussed, including the audience to diversify the proliferation and theatre, investment diversification and small theater function layout, etc.; Then analyzed the theater business due to the absence of supporting mechanism and production cost of high lead to high price, innovation risk caused by the original weak and small theater theater unbalanced development between regions and not form a broad audience cause the low industrialization level faults; Finally aimed at these shortcomings, this article from the policy support, resource integration, marketing promotion and build small courtyard line perspective put forward the optimization strategy of the small business activities, namely in the policy, to seek long-term policy support and capital investment, such as government investment in small theater to a production entity management, tax cuts, a fare subsidies to encourage small theater development:in terms of production, with the launch of communication performance, drama festival, integrating the resource of small theater "packaged" out for good original documents compress the innovation cost, reasonable overall planning of scale effect to reduce a single small theater innovation facing high risk; In marketing actively extend and expand the market, through various ways, combined with low fares "meager profit but high turnover" and spin them rounds of performance "one input, more output" of the marketing strategy and deepen the cooperation of colleges and universities cultivate fully develop the potential market of the audience; In terms of performance platform to build nationwide alliance of the theater and occupy the market by expanding channels and terminals, thus forming the integration of investment, production, promotion, production industry chain, to accelerate small theater industrialization development.