摘要
在演出市场经济的大环境下，一家单位的营销策略往往决定了单位的实际
效益。作为国有文化剧场的宁波剧院，它的营销策略不仅影响了剧院自身的发
展之路，一定程度上还会影响到全市广大观众的精神文化生活需求和宁波市的
文化发展进程。由于内外部因素的影响，宁波剧院运营存在着一定的困难。在
强调文化大发展大繁荣的现阶段，宁波剧院的营销策略需要转型和创新，实行
符合市场需求且切合宁波剧院实际情况的营销策略，是宁波剧院发展的长久之
计

本文研究的是宁波剧院营销策略。通过对国内外剧院营销研究现状和相关营
销理论的学习，为制定相应的宁波剧院营销策略奠定一定的理论基础。本文通
过对不同受众群体的市场调查及结果分析，结合笔者在宁波剧院多年工作的经
验，全面分析宁波剧院内外环境以及目前营销策略存在的问题，从产品策略、
定价策略、促销策略和渠道策略四个方面勾勒出宁波剧院营销策略蓝图

本文分为七大章，第一章为论文的绪论部分，主要是论文的研究背景及意
义、国内外研究现状，思路、内容和方法；第二章为论文研究的相关营销理
论，主要引用了 4P、4C、4R、4I 理论；第三章对宁波剧院营销环境进行分析，
其中包括内部环境、外部环境，以及竞争者；第四、五章通过对宁波剧院受众
群体问卷调查，分析出目前宁波剧院营销策略存在的问题；第六章是本文的重
点部分，通过以上几个章节的分析，对宁波剧院的营销策略提出改进建议，细
分为产品策略、定价策略、促销策略和渠道策略；从“利用地域特色、选取经
典曲目；创新文化产品，打造品牌效益；用好名人效应，助推剧目宣传”三方
面入手把好产品策略关，从“持续走惠民经营路线、创新走差异化定价策略”
两方面着手制定价格，“捆绑销售、团购折扣、文化卡充值”三种方式实现促
销策略，“线上渠道、线下渠道”抓好渠道策略。第七章为论文的结论和展望
部分

希望通过对宁波剧院营销策略的研究，能为宁波剧院今后的创新和发展提供
较好的理论参考和借鉴作用，也为全国类似剧院提供有益的参考资料

关键词：宁波剧院， 营销策略， 问题， 建议宁波剧院营销策略研究
II
An Investigation on Ningbo Theater Marketing Strategy
Abstract
In the context of market economy, the marketing strategies for a business in the performance
industry would typically determine its economic returns. As a state-owned, culturally oriented
theater, Ningbo Theater’s marketing strategy not only will affect its own business development, but
will also influence the demands on spiritual and cultural life from residents in the City of Ningbo,
as well as the entire city’s progress on community cultural development. Pressured by both internal
and external factors, the operations of Ningbo Theater are currently facing some challenges. At the
current stage of the nation that accentuates the obtainment of grand cultural development and
prosperity, Ningbo Theater’s marketing strategy needs to be transformed into something that will
truly meet the demands of the market as well as conform to the Theater’s current condition. This is
theonly waythatcan providea long-termsustainabledevelopmentoftheTheater.
This investigation will therefore illustrate potential ways to improve Ningbo Theater’s current
marketing strategy. It will first present a series of case studies based on marketing research from
theaters both nationally and internationally. Along with these case studies, analyses that are based
on prevailing marketing theories will also be presented. This will provide the theoretical
foundations for devising marketing strategies that are specific for Ningbo Theater. Furthermore,
this article will also conduct and present the results of marketing research on different target
populations in the City of Ningbo. Combined with the author’s years’ of working experience in the
Theater, this article will provide a thorough analysis on the theater’s internal and external
environment, and address some existing problems that have emerged along the way. Specifically,
the proposed general strategy will be divided into four distinct and yet intertwined individual
strategies: product development strategies, pricing strategies, promotion strategies, and channel
strategies.
This paper contains seven chapters. Chapter One is the introduction section, discussing the
background and purpose of this research, as well as the current states of research in this area from
both domestic and international sources, along with the logic, contents, and methodologies that will
be adopted in this paper. Chapter Two contains the marketing strategy theories that will be used in
this paper, mainly citing the 4P, 4C, 4R, and 4I theory. Chapter three will present analyses on
Ningbo Theater’s marketing environment, which includes its internal and external environments.
Chapter Four and Five will present results from marketing surveys conducted on different target
populations, and present some problems related to the Theater’s current marketing strategies.宁波大学硕士专业学位论文
III
Chapter Six is the most crucial part of this paper, where I will integrate results from the previous
chapters to present a new set of marketing strategies, which will be further divided into four parts:
product development strategies, pricing strategies, promotion strategies, and channel strategies.
The product development strategy will primarily focus on using distinct regions features to identify
classical pieces, innovating cultural products to produce brand effects, as well as utilizing celebrity
effects to promote performances. The pricing strategies will be oriented toward keeping low costs
for the population while encouraging a more diversified pricing ranges. The promotion strategies
will concentrate on product bundling, coupons, and gift cards to increase sales. At last, the channel
strategies will be centered on both online and offline sales methods. The final chapter, Chapter
Seven,willpresentsomeconclusionsand expectationsforthefuture.
I wish this research on Ningbo Theater’s marketing strategy will provide concrete theoretical
foundations for the development and innovation for Ningbo Theater in the future, and help other
TheatersinChinaas a reference.
Key Words：Ningbo Theater， marketing strategy， problem, suggestion宁波剧院营销策略研究
IV
目 录
摘要..I
Abstract...II
引 言...1
1 绪论....2
1.1 论文研究背景及意义..2
1.1.1 论文研究背景....2
1.1.2 论文研究意义....3
1.2 国内外研究现状..........4
1.2.1 国内研究现状....4
1.2.2 国外研究现状....5
1.3 论文研究思路.6
1.4 论文研究内容和方法7
1.4.1 论文研究内容.7
1.4.2 论文研究方法.8
2 相关的营销理论........9
2.1 4P 理论........
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