The Research Of Marketing Strategy In Provincial-level Performing Art Groups

On the background of system reform in state-owned performing art organizations, this thesis focus on the reformed Provincial-level Performing Art Groups (PPAGs) as research objects, with analyzing their strengths, weaknesses, opportunities and threats and summarizing their performance marketing status.In Public Relation (PR) area, branding is usually included in PR system. Besides, branding and public relation throughout the performing marketing generally overlap with each other. Thus, this research analyze and design two key elements, branding and PR, hope which can provide relevant suggestion for PPAGs’branding and PR strategy.The introduction solves three issues. With carding the evolution and changes of system reform in state-owned performing art organizations, this research try to make the request and guide for PPAGs from public policy clear. Secondly, list literature review under system reform, art management, performing marketing and branding& PR. Last part includes research theme and methods.In chapter one, it classifies and analyzes PPAGs’situations, shows their strengths, weaknesses, opportunities and threats, summaries their performing marketing status. Introduce the research of branding and PR strategy.In chapter two, it introduces four key points for branding strategy of PPAGs:formulating brand orientation, choose the suitable branding strategy, emphasizing brand communication and maintenance, potential feedback from good brand reputation.In chapter three, it focuses on essential questions in PR strategy:internal employee communication and feedback system; audience research, attraction and education; government and media relationship maintenance; usually ignored crisis management and crisis PR strategy.The final conclusion part highlights and summarizes all contents.