Research On The Brand Building Of Chengdu Private Sichuan Opera In The Context Of Modern Consumption

Compared with the successful restructuring and development of the state-owned Sichuan troupe,the private Sichuan troupe faces many difficulties in its survival due to self-financing and self-financing.Facing the severe real market,the key to solve the development problem of Chengdu private Sichuan opera is to improve its market competitiveness,and brand building is an effective strategy for Chengdu private Sichuan opera troupe to develop its operations at present.Firstly,this paper expounds the purpose and significance of the topic,and thinks that in the current development of Sichuan opera market,the brand building of Chengdu private Sichuan opera is a problem that needs urgent attention and promotion.Based on the analysis of Chengdu's private Sichuan opera market environment and current development situation,this paper summarizes the development trend of Chengdu's private Sichuan opera market from the macro market of Sichuan opera and the current situation of Chengdu's private Sichuan opera market.In addition,the author makes a targeted analysis of the status quo of and problems encountered in the brand building of the Sichuan opera troupe of Chengdu Baijiaban Sichuan troupes,the Zhenxing Sichuan troupes of Pidu district,and the hongye red art troupe of Jintang county,and summarizes the typical problems in the process of the brand building of Chengdu private Sichuan opera troupes.Using the method of questionnaire,this paper analyzes the modern consumers' willingness to consume Chengdu private Sichuan opera and summarizes the reasons why consumers are unwilling to consume Chengdu private Sichuan opera.Furthermore,based on the typical problems in the process of Chengdu private Sichuan opera brand building and the needs of modern consumers,this paper puts forward the strategies of Chengdu private Sichuan opera brand building: closely following the supporting policies,persisting in the talent strategy,promoting service upgrading,strengthening the concept of brand building,and insight into the psychology and motivation of consumers.