Project Marketing of "The Phantom of the Opera Chinese Version" |GreatCase100

This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Zhu Biying, who provided information and insights for this video. This case discusses the marketing strategy implemented by the Jinsha Lake Grand Theater in Hangzhou, China, to quickly establish its reputation as a new, high-end theater. The theater leveraged word-of-mouth marketing through social media platforms, influencers, and co-branding with a luxury hotel to promote a major production of "Phantom of the Opera - Chinese Version." The campaign was highly successful, driving strong ticket sales, boosting the theater's reputation, and establishing it as a landmark cultural destination in the region. The case highlights the importance of integrating regional culture and community for theater development, which can be a key challenge for theaters seeking economic and social benefits.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝朱璧鎣為本視頻提供信息和見解。本案例討論了中國杭州金沙湖大劇院為迅速建立其作為新型高端劇院的聲譽而實施的行銷策略。劇院通過社交媒體平臺、影響者以及與一家豪華酒店合作的口碑營銷，推廣了《歌劇魅影-中文版》的大型製作。該活動非常成功，推動了強勁的門票銷售，提升了劇院的聲譽，並將其確立為該地區的地標性文化目的地。該案凸顯了融合地域文化和社區對劇院發展的重要性，這對於尋求經濟和社會效益的劇院來說可能是一個關鍵挑戰。