학술논문
Expansion and Audience Development Management of the Chinese Original Musical Theatre Market: A Case Study of the Small Theatre Musical “KING’S TABLE”
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- 영문명
- 발행기관
- The International Academy of Global Business and Trade
- 저자명
- Hongyu Yang
- 간행물 정보
- 『Journal of Global Business and Trade』Vol. 20, No. 2, 43~62쪽, 전체 20쪽
- 주제분류
- 사회과학 > 무역학
- 파일형태
- 발행일자
- 2024.08.31
5,200원
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국문 초록
Purpose - This study aims to understand the current situation and development trends of the Chinese original musical theatre market by analyzing the small theatre musical “KING'S TABLE”. It explores market expansion and audience development management using SWOT analysis and Customer Relationship Management (CRM) theory. The goal is to provide theoretical support and practical guidance for sustainable market development.
Design/Methodology/Approach - The research combines case study analysis, questionnaire surveys, interviews, literature review, and field investigation. It includes five parts: research objectives and methods, relevant concepts and theories, market status and audience behavior analysis, a case study of “KING'S TABLE”, and proposed strategies for market expansion and audience development.
Findings - The study identifies issues like unstable funding, uneven production quality, and insufficient promotion. SWOT analysis suggests strategies addressing internal strengths, weaknesses, external opportunities, and threats. CRM theory guides personalized audience management, data analysis, feedback mechanisms, and personalized marketing through new media.
Research Implications - Systematic management and innovative strategies can foster sustainable and rapid development in the Chinese original musical theatre market, offering valuable guidance for policymakers and industry practitioners.
영문 초록
목차
Ⅰ. Introduction
Ⅱ. Theoretical Background and Research Framework
Ⅲ. Current Situation Analysis and Case Selection
Ⅳ. Case Analysis of Chinese Original Musicals
Ⅴ. Analysis of Market Expansion and Audience Development Management Issues
Ⅵ. Recommendations for Market Expansion and Audience Development Management Strategies for Chinese Original Musicals
Ⅶ. Conclusion
References
키워드
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