Research On Marketing Strategy Optimization Of Dance Drama "Flower Rain On The Silk Road" In Gansu Song And Dance Theater

In recent years,our country has been developing rapidly,and our cultural system reform has entered a transformation and upgrading period.The state has issued a series of policies to stimulate the vitality of literary and artistic performance groups.People began to pursue a more colorful cultural life,which greatly stimulated the development of cultural performance industries and literary and artistic performance groups.In 1979,Gansu Song and Dance Theater created a large-scale national dance drama "Flower Rain on the Silk Road",with the Silk Road spirit of "friendly trade,mutual benefit and harmony" as the theme,started the road of spreading Chinese culture to the outside world,but in the modern market environment,there are shortcomings and problems in brand building,product innovation,promotion and other aspects.By means of questionnaire survey,interview survey and other methods,this paper interviewed managers,relevant performers and some audiences of Gansu Song and Dance Theater.At the same time,questionnaires were used to investigate and understand consumers’ preferences and consumption habits,and in-depth analysis was made of the current marketing status,existing problems and causes of dance drama "Flower Rain on the Silk Road".Then,relevant tools are used to analyze the macro-environment,competitive environment and comprehensive environment of the enterprise,and the brand market positioning of "Flower Rain on the Silk Road" as "disseminator of national tide culture" is defined.Based on the 7P marketing strategy theory and combined with 4C and 4R marketing theories,The research is carried out from seven aspects: product,price,channel,promotion,personnel,tangible display and service process.It is believed that the marketing team of "Flower Rain on the Silk Road" should focus on creating customer value and improving consumer experience,build the brand and quality IP of "Flower Rain on the Silk Road",carry out brand extension and brand innovation,and make flexible and differentiated pricing according to market segments and consumer perceived cost.Construction of "online +offline" combined with the whole marketing channel,focus on community and network communication,establish a good brand image,at the same time to strengthen personnel training,learning and exercise,cultivate high-quality cast and marketing personnel,create exclusive performance places,improve the performance environment and corporate image,strengthen the process control of the whole performance activities,establish a new concept of service marketing.Finally,according to the actual situation of the enterprise,the implementation plan of the marketing strategy is proposed,and the guarantee measures are put forward from the four aspects of organization,talent,capital and technology to ensure the implementation of the plan and the effect.It is hoped that through the research and implementation of this paper,the brand of "Flower Rain on the Silk Road" can be successfully promoted,the market influence of the play can be enhanced,industrial clusters and brand culture can be built,and the product life cycle and performance cycle of the play can be extended.Secondly,it provides reference and guidance for the market positioning,publicity,promotion and other marketing aspects of similar plays of Gansu Song and Dance Theater.Finally,through the performance and marketing of "Rain of Flowers on the Silk Road",Gansu stories,Dunhuang stories,"Belt and Road" stories and Chinese stories are told well,so as to enhance the soft power of Gansu culture and the influence of Dunhuang culture.