Expansion and Audience Development Management of the Chinese Original Musical Theatre Market: A Case Study of the Small Theatre Musical “KING’S TABLE”

Purpose - This study aims to understand the current situation and development trends of the Chinese original musical theatre market by analyzing the small theatre musical “KING'S TABLE”. It explores market expansion and audience development management using SWOT analysis and Customer Relationship Management (CRM) theory. The goal is to provide theoretical support and practical guidance for sustainable market development. Design/Methodology/Approach - The research combines case study analysis, questionnaire surveys, interviews, literature review, and field investigation. It includes five parts: research objectives and methods, relevant concepts and theories, market status and audience behavior analysis, a case study of “KING'S TABLE”, and proposed strategies for market expansion and audience development. Findings - The study identifies issues like unstable funding, uneven production quality, and insufficient promotion. SWOT analysis suggests strategies addressing internal strengths, weaknesses, external opportunities, and threats. CRM theory guides personalized audience management, data analysis, feedback mechanisms, and personalized marketing through new media. Research Implications - Systematic management and innovative strategies can foster sustainable and rapid development in the Chinese original musical theatre market, offering valuable guidance for policymakers and industry practitioners.