Analysis of the Transformation of Theater Marketing Strategies in China in the Post-Pandemic Era

• 발행기관: 한국무역연구원
• 저자명: Ye Ni Maowei Chen
• 간행물 정보: 『무역연구』제21권 제3호, 27~53쪽, 전체 27쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study aims to explore the transformation of theater marketing strategies in the post-pandemic era, focusing on the shift from passive cultural consumption to immersive, interactive experiences. The objective is to identify the key strategies that have enabled theaters to adapt to the new digital landscape and attract a more diverse, younger audience. Design/Methodology/Approach - The research employs the Analytic Hierarchy Process (AHP) in conjunction with expert interviews and audience surveys to assess 12 key marketing strategies. The AHP model is instrumental in determining the relative significance of these strategies and identifying the most influential ones for post-pandemic theater marketing. Findings - The study identifies four key strategies as the most impactful in post-pandemic theater marketing: program optimization and innovation, enhancement of audience experience, social media promotion, and cross-industry collaboration. These strategies highlight the growing dependence on digitalization and social connectivity to engage younger, tech-savvy audiences. However, the research also reveals gaps in audience relationship management, indicating the need for a more cohesive, data-driven approach to sustain long-term engagement. Research Implications - This research offers crucial insights into the dynamic field of theater marketing, providing a useful framework for theaters to adapt their strategies in a competitive and increasingly digital cultural market. The study emphasizes the necessity of balancing content innovation with enhanced audience experience and relationship management to preserve audience loyalty and promote sustained growth. Future studies could investigate the application of sophisticated analytical tools and the inclusion of broader audience segments to further optimize these strategies.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Research Methods

Ⅳ. Results and Discussion

Ⅴ. Conclusion

References

키워드

Analytic Hierarchy Process Marketing Strategy Post-pandemic Era Transformation Theater management