抄録
Yue Opera, the second largest form of Chinese traditional theater, has showcased strong regional characteristics of the Jiangnan area and unique value throughout its history. With the rapid development of the economy and technology, consumers’ focus has gradually shifted from the practical value of products to emotional resonance and a sense of cultural belonging in their consumption experiences. In this context, branding has become a crucial factor in the operation of cultural products. This paper takes the Shaoxing Xiaobaihua Troupe as a case study, analyzing the macro marketing environment of the troupe using PEST theory and exploring its micro marketing environment through SWOT analysis. By examining the entire process of brand building, the paper provides insights into creating a renowned Yue Opera brand through brand marketing, thereby promoting the inheritance and innovative development of Yue Opera art. This paper aims to offer a reference for the brand marketing of traditional cultural arts like Yue Opera and to explore effective pathways for integrating cultural inheritance with market demand.
