Research On Marketing Strategy Of Guangdong Cantonese Opera Institute

Guangdong Cantonese Opera Institute is honored to be the top art palace in the Cantonese Opera field,the important production base of the global Cantonese Opera industry.Its management regulation and philosophy are unique,but there's no comprehensive marketing flow in the actual execution work.This paper is trying to improve its marketing execution work,inspired by the current domestic and oversea research status,analyze the macro and micro environment and the industry environment with combination of current opera marketing status.The paper has found out the advantages and disadvantages with SWOT matrix,confirmed the target market and positioning with STP theory,and finally provides the relevant 7Ps marketing strategy for the various sub-markets of the target market.A list of the needed policies and support for ensuring various marketing tactics' feasibility is formed for the further actual execution.The development of Cantonese culture has always been innovative,conservative and inclusive.Its creation and development formed a spiraling upwardtrend.Being the leader of Cantonese Opera industry,Guangdong Cantonese opera house,in view of the various opportunities,difficulties and market situation it faces,formulates corresponding marketing strategies,which is of practical significance for promoting the development of Cantonese Opera in the context of contemporary social background.This is also a reference for the contemporary Cantonese related business organizations and performance groups of other forms of opera,on how to select appropriate marketing strategies for corresponding market segments in their actual operation.