Research On Marketing Strategy Of Hangzhou Theater

As an old brand state-owned comprehensive theater,Hangzhou Theater has long been one of the most important stage art venues of Hangzhou,even of Zhejiang province.The theater undertakes a wide variety of high-quality performances from home and abroad.Hangzhou Theater also meets various challenges due to constant changes of external and internal conditions.Varied methods have been proposed and tried out to keep the theater competitive under the increasingly fierce market competition and new market environment.The author argues that marketing capacity is the first step.Therefore,this thesis takes marketing strategy of Hangzhou Theater as the research subject.With years of working experience in Hangzhou Theater,the author attempts to find the weakness and problems of marketing strategy of the theater and give corresponding suggestions according to the objective analysis on its own characteristics and current condition.The paper is divided into seven chapters.The first chapter is introduction,the main content of which are the research background,research meaning,research content and research methods etc.The second chapter is a review of related marketing theories,mainly 4P,4C and 4R theory.The third to sixth chapters are the key chapters.The third chapter describes the current marketing situation and existed problems of Hangzhou Theater,combined with characteristics of domestic and overseas theater industry and results of audience surveys.The fourth chapter aims at market environment analysis and SWOT analysis of Hangzhou Theater.The fifth chapter puts forward corresponding views and suggestions on market strategy in aspects of product strategy,strategy of ticket pricing and cost,strategy of tickets distribution channels and sales methods,strategy of publicity and promotion,customer strategy and strategy of improving service level.Hopefully through analysis and research of marketing strategy of Hangzhou Theater,the thesis will provide more reference materials to the development of Hangzhou Theater and other domestic theaters.