Research On The Personal Brand Building Strategy Of Contemporary Opera Actors

With the development of economic globalization,the concept of brand has not only been limited to the specific mark of products or service,but has become an indispensable factor in the market competition.In addition to products and enterprises,people also ushered in the era of personal brands.This is an era in which everyone is brand,and personal brand has become a comprehensive embodiment of personal development ability and charm.Chinese opera is a unique and traditional artistic form.The inheritance and development of Chinese opera should be carried through with the concept of "brand" in the present time.Along with the development of new media represented by the Internet,and the gradual recognition of the personal brand by the public,the concept of personal brand is gradually becoming more and more popular.It is necessary for contemporary Chinese opera actors to build their own personal brand,which is also the only way to realize career development and deliver their personal artistic value.This paper focuses on "the personal brand construction strategy of contemporary opera actors".First of all,from the concept of brand and personal brand,taking Mei lanfang as an example to analyze Chinese opera actors and the personal brand tradition;Secondly,based on the successful experience in personal brand building,packaging and promotion of the contemporary Peking Opera artists Wang peiyu and Zhang huoding,analyzing the achievements made by contemporary Chinese Opera actors in the construction of individual brands,and also analyzing the problems and the current situation in the personal brand construction of the them.Finally,the author will answer the problems existing in the personal brand construction of Chinese Opera actors,combining the practical cases about the non-opera actors and other relevant theories about marketing and communication,therefore,providing a systematic method for the personal brand construction of the Chinese Opera actors,and giving new ideas for the spread of Chinese opera in the present.