Research On Optimization Of Z Theatre Network Marketing Strategy

In recent years,according to the gradually rising of people’s cultural self-confidence and cultural output,the people’s aesthetic level of cultural products has risen simultaneously.The theatre should combine the Internet with its own advantages to play a unique influence in the inheritance and development of art and culture.With the reform of the cultural and theatre system,Z Theatre has transformed from an institution to a municipal state-owned cultural enterprise,from a non-profit public cultural industry to a self-sustaining,self-operating enterprise.Z Theatre’s traditional mode of operation and management does not meet the needs of the market and it needs to adapt to the enterprise operation as soon as possible and develop its own market.Z Theatre is relatively single and conservative in terms of means and methods of network marketing promotion,and urgently needs to choose suitable network marketing strategies and carry out network marketing activities according to its own situation and performance characteristics,integrate online and offline marketing resources,improve the profitability and competitiveness of the enterprise,explore and inherit excellent local culture,promote innovation in the performing arts industry,and maximize social benefits while obtaining economic benefits.Based on network marketing theories,this paper takes Z Theatre as the research object and firstly analyzes its existing network marketing strategies and network marketing platform,applies Python language to quantitatively analyze the data of Z Theatre’s We Chat platform,and combines with the data of Weibo and Jitterbug platforms to analyze the existing problems,such as single online marketing platform,unattractive content,lack of customer data analysis and relationship maintenance,etc.Secondly,the external environment of Z Theatre will be analyzed with PEST embedded SWOT,and the internal environment of Z Theatre will be analyzed in terms of organizational structure,cultural products and industry competitors.Finally,it subdivides the market and finds the target market,puts forward some optimizing strategy,such as selecting performance projects,incubating original plays,differential pricing,adopting joint ticket and member pre-sale system,using short video platform,exerting word-of-mouth influence and producing high-quality content,improving CRM system.And gives the implementation guarantee measures of marketing optimization from four aspects: development concept,human resources,incentive mechanism and capital guarantee,in the hope of providing a reference for Z Theatre’s further online marketing efforts.