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https://doi.org/10.62836/emi.v4i1.290
Li, Y. (2025). Revitalizing Peking Opera: Bridging Tradition and Modernity through Marketing and Cultural Innovation. Economics & Management Information, 1–4. https://doi.org/10.62836/emi.v4i1.290
Volume 4, Issue 1, 2025
Copyright (c) 2025 Yueqi Li
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This work is licensed under a Creative Commons Attribution 4.0 International License.

Revitalizing Peking Opera: Bridging Tradition and Modernity through Marketing and Cultural Innovation

Peking Opera is a quintessence of Chinese culture. It has experienced significant challenges in the modern era, since audience demographics is shifting and digital entertainment is rising. This paper explores the history, current challenges, and potential solutions for revitalizing Peking Opera. The author used marketing and consulting strategies. It is based on the “4Ps” (Product, Price, Place, Promotion) and “5Cs” (Customer, Company, Collaborators, Competitors, Context) concepts. The strategies include co-branding with popular consumer brands, adjusting ticket pricing for affordability, promoting via social media, and integrating modern elements such as fan culture and digital marketing. The paper also highlights the importance of inviting international artists to experience and promote Peking Opera globally. By using these strategies, Peking Opera can regain its position in the entertainment market.

Peking Opera; market; decline; culture

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Supporting Agencies

  1. Funding: Not applicable.