声明
致谢
Chapter 1 Introduction
1.1 Need for the study
1.2 Current situation of musical market in China
1.3 Significance of the study
1.4 Structure of thesis
Chapter 2 Conceptual Framework and Literature Review
2.1 Conceptual framework
2.1.1 Musicals
2.1.2 Marketing and marketing strategies
2.2 Literature review
2.2.1 Previous studies on the western musicals
2.2.2 Previous studies on the western musicals’industry
Chapter 3 Research Methodology
3.1 Theoretical basis
3.1.1 Cultural dimensions theory
3.1.2 Marketing theories
3.2 Research questions
3.3 Research methods
3.3.1 Literature research
3.3.2 Case study
Chapter 4 Analysis and Discussion
4.1 Characteristics of original western musicals based on cultural
4.1.1 Equality
4.1.2 Individualism
4.1.3 Indulgence
4.1.4 Religious elements
4.2 Challenges of original western musicals in the Chinese market
4.2.1 Language
4.2.2 Culture
4.2.3 Ticket price
4.3 Marketing strategies
4.3.1 Product and consumer
4.3.2 Place and convenience
4.3.3 Promotion and communication
4.3.4 Price and cost
Chapter 5 Conclusion
5.1 Major findings
5.2 Limitations of the present research
5.3 Suggestions for further research
参考文献
个人简历 在读期间发表的学术论文与研究成果
对外经济贸易大学;
