An Investigation On Ningbo Theater Marketing Strategy

In the context of market economy,the marketing strategies for a business in the performance industry would typically determine its economic returns.As a state-owned,culturally oriented theater,Ningbo Theater's marketing strategy not only will affect its own business development,but will also influence the demands on spiritual and cultural life from residents in the City of Ningbo,as well as the entire city's progress on community cultural development.Pressured by both internal and external factors,the operations of Ningbo Theater are currently facing some challenges.At the current stage of the nation that accentuates the obtainment of grand cultural development and prosperity,Ningbo Theater's marketing strategy needs to be transformed into something that will truly meet the demands of the market as well as conform to the Theater's current condition.This is the only way that can provide a long-term sustainable development of the Theater.This investigation will therefore illustrate potential ways to improve Ningbo Theater's current marketing strategy.It will first present a series of case studies based on marketing research from theaters both nationally and internationally.Along with these case studies,analyses that are based on prevailing marketing theories will also be presented.This will provide the theoretical foundations for devising marketing strategies that are specific for Ningbo Theater.Furthermore,this article will also conduct and present the results of marketing research on different target populations in the City of Ningbo.Combined with the author's years' of working experience in the Theater,this article will provide a thorough analysis on the theater's internal and external environment,and address some existing problems that have emerged along the way.Specifically,the proposed general strategy will be divided into four distinct and yet intertwined individual strategies: product development strategies,pricing strategies,promotion strategies,and channel strategies.This paper contains seven chapters.Chapter One is the introduction section,discussing the background and purpose of this research,as well as the current states of research in this area from both domestic and international sources,along with the logic,contents,and methodologies that will be adopted in this paper.Chapter Two contains the marketing strategy theories that will be used in this paper,mainly citing the 4P,4C,4R,and 4I theory.Chapter three will present analyses on Ningbo Theater's marketing environment,which includes its internal and external environments.Chapter Four and Five will present results from marketing surveys conducted on different target populations,and present some problems related to the Theater's current marketing strategies.Chapter Six is the most crucial part of this paper,where I will integrate results from the previous chapters to present a new set of marketing strategies,which will be further divided into four parts:product development strategies,pricing strategies,promotion strategies,and channel strategies.The product development strategy will primarily focus on using distinct regions features to identify classical pieces,innovating cultural products to produce brand effects,as well as utilizing celebrity effects to promote performances.The pricing strategies will be oriented toward keeping low costs for the population while encouraging a more diversified pricing ranges.The promotion strategies will concentrate on product bundling,coupons,and gift cards to increase sales.At last,the channel strategies will be centered on both online and offline sales methods.The final chapter,Chapter Seven,will present some conclusions and expectations for the future.I wish this research on Ningbo Theater's marketing strategy will provide concrete theoretical foundations for the development and innovation for Ningbo Theater in the future,and help other Theaters in China as a reference.