Research On Marketing Strategies Of Theatrical Speech Product "JIANMIAN Show"

As a milestone of theatrical speech,TED TALKS is founded in 1984 in the US.With the development of IT technology especially the mobile internet technology,TED TALKS and its derivatives become popular in China,where many localized copycats happen as well.Meanwhile,products of so-called new culture and education industry,for instance,online paid knowledge platforms and theatrical events,are also popular now among Chinese young middle-class people.On the other site,Chinese people get more and more familiar with various financial services.As a result,a large group of financial professionals and investors appear in China.Under the above-mentioned background,Jianmian Show,a theatrical speech product focusing on the topics of investing and finance,was launched in 2017 and operated well until now.The article briefly analyzed the marketing problems of Jianmian Show.Then it comes to a detailed report about macro environment and industries,which leads to a highly customized strategy plan for Jianmian Show.Finally,with the help of STP Theory,7Ps Marketing Theory,Experiential Marketing Theory and the Play Theory of Mass Communication,the article demonstrates a specific marketing strategy.Through using mainstream marketing theories,the article contributes to develop a marketing plan on various dimensions on the base of the team and the owner of Jianmian Show.Besides that,it also aims to be a groundbreaking research on the marketing strategies of theatrical speech product and provides references for improving investing and education industry in China.