现阶段由于经济全球化,信息多元化的发展,使广大民众在全球文化交融的背景下,对我国戏曲的内容与发展所知甚少;也因剧团剧组从国有化转为自主经营,一些领导班子缺乏市场经验,暂时无法适应市场环境,导致戏曲的发展因缺乏观众而日渐萎靡。本篇文章通过分析现今戏曲公司的发展现状,运用市场营销相关理论,研究剧团适应市场发展的路径,提出一些对戏曲演艺公司有借鉴意义的观点,各戏曲剧团剧社应根据自身实际情况进行参考。 At this stage, due to the development of economic globalization and diversified information, the vast majority of the public have little understanding of the contents and development of Chinese opera in the context of global cultural integration. Due to the fact that the theater troupes have turned from nationalization to self-management, some leaders Due to the lack of market experience, the team is temporarily unable to adapt to the market environment. As a result, the development of drama has become increasingly sluggish due to the lack of audience. This article through the analysis of the current situation of the development of Chinese opera companies, the use of marketing-related theories to study the troupe to adapt to the development of the market path, put forward some ideas for the opera performing arts companies point of view, the Drama Theater troupe should be based on their actual situation for reference .