| In recent years,the cultural industry of China has been affected by the strategic layout of the Government.The Ministry of Culture has mentioned that the core influence of cultural enterprises need to be branded and expanded.Therefore,major cities in China have begun to invest in building or planning public cultural venues and theaters,making them new landmarks of the city.Walt Disney Grand Theatre is the latest theater in Shanghai.Located in Disney town ChuanSha and just close to Shanghai Disney Resort.Since June 16,2016 opening,Walt Disney Grand Theater has released the first musical <The Lion King>.It has made some success,but still has a gap with the expectation and its target market goal.Furthermore,due to the concentrated construction of the theaters in China,the competition is fierce.Under this background,as the latter enterer,how to occupy the market share has become Walt Disney Grand Theater the biggest challenge.The main contents of this paper include: first,on the basis of literature review,introduces customer perceived value theory,brand image theory and integrated marketing communication theory.Second,through market research,understand the marketing environment of Walt Disney Grand Theatre,find out the problems of that the target market is not clear,customer perceived value is low,brand communicationis weak,etc.Third,by analysis of the theater's internal and external environment and according to the marketing theory linked with enterprise'spresent marketing problems,to proposeStrategies: grasp and highlight the characteristics of the core of the Disney brand,enhance customer perceived value;Make full use of the strong intellectual property rights granted by the brand to expand the target group;Combination brand marketing and communication tools,cater to the development of new media and big data,establish a storytelling oriented resources platform,to achieve the balance of profitability and social welfare to make Walt Disney Grand Theatre a new culture landmark of Shanghai. |
PDF Full Text Request