Research On New Media Marketing Of Wuzhen Theatre Festival In 2019

After years of development,Wuzhen Theatre Festival has not only become the leading drama festival in China by virtue of its own advantages,but also become prominent in the field of international drama,gradually catching up with "the world’s three major drama festivals" in terms of influence.The success of Wuzhen Theatre Festival is the result of many reasons,among which accurate and efficient new media marketing plays an important role in the success of Wuzhen Theatre Festival.This paper takes the new media marketing of Wuzhen Theatre Festival in 2019 as the research objective.Based on the analysis of the marketing environment and market positioning of Wuzhen Theatre Festival,this paper comprehensively sorts out and analyzes the new media marketing of Wuzhen Theatre Festival in 2019 from two different market objects,domestic and foreign,according to the differences of channels and platforms.In the domestic market,new media marketing platforms such as Weibo,We Chat Official Accounts and Tik Tok are used.In the foreign market,new media platforms such as Facebook,Instagram,You Tube and Google are used to expand the attention of fans through content marketing,Intellectual Property combination marketing,star effect and various advertising.It comprehensively improves the brand influence and audience attention of Wuzhen Theatre Festival,and practically enhances the overall market awareness and competitiveness of Wuzhen Theatre Festival.But at the same time,in the process of new media marketing,there are also problems such as low fan interaction rate,poor continuous publicity of highquality content and low utilization rate of popular marketing strategies.This paper puts forward constructive suggestions for the existing problems.It is hoped that the research on the new media marketing of Wuzhen Theatre Festival can provide some reference experience for the marketing of Wuzhen Theatre festival and other arts festivals.