||Performing arts can bring unlimited sensation and imagination; it is an important part of human culture. As the symbol of the country and the nation, performing arts is a necessity of spiritual life. It can promote the communication between international teams, so that the people can appreciate different cultures. Performing arts not only can improve the humanities, but also promote personal connotations. Among all kinds of performing arts, drama is the most representative. Theatrical drama combine various elements of stage performance, by introducing the temporal and spatial ambiance, it can touch the audience's emotions as well. With the globalization of trade development, cultural exchanges between nations become more often. Besides local performance, theater groups also seeking the opportunity to perform abroad. Troupes nowadays not only focus to enhance the competitiveness of domestic marketing, but also increase their international exposure and reputation. As Internationalization brings the team to the worldwide audience, it may also promote the distinctive culture, customs and the global recognition.|
My research will investigate the marketing and publicity strategies of the small and medium-sized troupes during their performance abroad. Using “Tainaner Ensemble” participate the 2011 “Chinese Drama Festival” as an example, the study synthesizes the appropriate promotion and marketing strategies of foreign performances troupes to generate interest and acceptance of local audiences.
According to theoretical principles of "The Art of Performance Marketing", "Marketing of Performance Abroad" and "Internet Marketing", the case study outlines the marketing strategy and conditions of foreign drama performance. Through data analysis and interviews, with the understanding of local organizer, the study carried out the suitable propaganda for theater groups for outboard performance. This may give a pragmatic reference for their future shows in different regions.
In conclusion, the studies suggested that theater groups should target and develop a set of propaganda marketing model for performance abroad. By the use of traditional and Internet marketing, troupes can achieve effective and widespread promotions, for the long-term relations and cooperation of the team and the organizers, as well as the cultural exchange among the globe.