Year: 2024
Type: article
Abstract: Based on the rapidly expanding and highly competitive commercial performance market in the post-pandemic era, the application of the STP (Segmentation, Targeting, and Positioning) Theory in optimizing marketing strategies for commercial performances is explored in this paper. Through market segmentation, audience groups are divided in detail based on age, music preference, geographic location, and other factors. In the target market stage selection, the most promising and attractive segments are identified, with due consideration to the characteristics of the segments and the company’s strategic objectives. In the market positioning stage, the unique competitive position of each performance in the target market is clarified, and the audience is attracted and retained by the provision of differentiated experiences and services. This paper employs a combination of literature analysis and a case study to illustrate the practical applications and outcomes of STP theory. The research results show that the implementation of precise market segmentation, clear target market selection, and differentiated market positioning can significantly enhance the market competitiveness of commercial performance enterprises, thus facilitating sustainable development. The paper aims to propose a systematic and effective marketing strategy optimization framework for commercial performance enterprises, to help them develop and implement effective marketing strategies, and promote brand influence and market share in the context of a complex and evolving market environment.
Author: Ruian Jin
Institution: Nanjing Foreign Language School
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405820822