| In the new era,the main contradiction in our society has been transformed into the contradiction between the people’s growing need for a better life and the unbalanced and inadequate development.The people’s need for a better life is not only at the material level,but also at the spiritual level.The need for culture is more urgent.In recent years,the main theme of the positive energy of the red theme art works have been emerging,such as the films "Eight Sons","Sniper","Diamond River" and so on,which have achieved good market response.The drama field also has a good momentum for the emergence of red repertoire,creating a large number of high-quality red repertoire such as "Never Fading Radio Wave","Branch Built on the Link" and so on,However,the current situation of most art troupes is that there are many artists who are good at creating and arranging,and there are not enough enterprise managers who understand marketing.A large number of red plays can not reach the market and audience,and the supply and demand are seriously out of line.Domestic academic research on the marketing of literary and artistic troupes focuses more on the marketing of performance theatres and small theater dramas,while academic research focusing on the purpose of experience marketing of red dramas of large and medium-sized state-owned literary and artistic troupes is still rare.Jiangxi is a province with rich red cultural resources and profound red cultural heritage.This thesis selects the red repertoire of Jiangxi Provincial Drama Troupe as the research object,takes the red repertoire of Jiangxi Provincial Drama Troupe "Branch Built on the Link" as the case,takes the relevant theories of experience marketing as the basis,and uses interviews,questionnaires,and other methods to find out that the red repertoire of Jiangxi Provincial Drama Troupe is improving dance design,strengthening professional ability,and elaborately arranging the story Explore good practices in experience marketing such as immersive performance and sublimation related activities,analyze the current problems in experience marketing,such as insufficient impact of sensory marketing,emotional marketing that does not trigger emotional resonance,weak inspiration of thinking marketing,action marketing that does not trigger deep awareness of the audience,and weak interaction of related marketing,and study and analyze the experience marketing strategy of Jiangxi Provincial Drama Troupe’s red repertoire,Exploring and proposing to take experience marketing as a breakthrough,strengthen the service awareness of the cast members,enhance the expression of the purpose of the play,strengthen the interaction with the audience,and establish a performance-centered mechanism and system in an all-round way,so as to solve the current problems of Jiangxi Drama Troupe’s red repertoire,where a large number of literary and artistic works can not go to the market and enter the audience,and there are few audiences who buy tickets to watch the show,so they can not be satisfied,In particular,the problems of "winning a prize means putting a knife into the warehouse" in the red drama can make up for the lack of research on the red drama,which is mainly focused on theater marketing. |
