Abstract
AbstractIn recent years, due to the limited quality drama resources in China, many drama festivals have the problems of assimilation, formalization and uneven quality. How to build the brand management mode of drama festival and combine it with art management and marketing has become an inevitable problem in the development of drama art. Based on IMC, Integrated Marketing Communication Theory, this essay will analyze Wuzhen Theatre Festival as a case, and provide effective suggestions for the sustainable development and operation of Theatre festival in China. Based on the audience-oriented consciousness, Wuzhen Theatre Festival produces diversified high-quality content, constructs clear brand image to promote the cross-border communication of drama art, and gradually improves the effect of mass communication by standardizing its own image identification concept. Based on the theory of integrated marketing communication, this paper makes a general survey of the brand construction methods of Wuzhen Theatre Festival, analyzes the ways of attracting audience participation and explores the path of the popularization of drama art.KeywordsIntegrated Marketing Communication (IMC)Wuzhen Drama FestivalBrand construction
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