Investigation And Study On The Present Situation Of Operation And Management Of Luoyang Song And Dance Theatre

In 2010,the National Twelfth Five-Year Plan defined the reform of the cultural system,and the development of China’s cultural exhibition industry entered a new era,with more and more investment in the cultural industry.This provides a powerful prerequisite for the development of China’s song and dance theater.Song and dance theater is not only a place where repertoires are presented,but also carries the spread of culture and art.Thus,the development of song and dance theaters is particularly important;Its sustainable operation and development need scientific management mechanism,accurate market positioning and diversified and implementable marketing strategies.However,there are many problems in the operation and development of song and dance theaters in China at present,so it is necessary to conduct in-depth discussion and research on song and dance theaters as carriers.Based on this,the author selects Luoyang Song and Dance Theater as the research object.Firstly,relevant literature and materials at home and abroad were analyzed and summarized.Based on the information obtained from the author’s part-time internship at Luoyang Song and Dance Theatre,the operational positioning of Luoyang Song and Dance Theatre was taken as the starting point.The PEST method was used to analyze the current operational management status of Luoyang Song and Dance Theatre.On this basis,supported by the 4P marketing theory,the current operational strategy of Luoyang Song and Dance Theatre was analyzed;Combining questionnaire research and interview analysis,the problems in the operation of Luoyang Song and Dance Theatre were explored,and suggestions and ideas were put forward for the future operation strategy of Luoyang Song and Dance Theatre.The purpose of this study is to activate the literary and artistic market in Luoyang,and to provide feasible suggestions for the future development of Luoyang Song and Dance Theater.At the same time,it provides useful reference for the development of some small and medium-sized theaters.