Marketing Strategies in China’s Concert Industry

DOI

10.2991/978-94-6239-777-4_3How to use a DOI?

Keywords

concerts; marketing; digitalization

Abstract

In recent years, China’s concert industry has developed rapidly, with an expanding market size, but it also faces issues of excessive competition. Based on a review of marketing-related literature and the characteristics of the concert industry, this paper summarizes the competitive landscape of China’s concert industry. It finds that the industry exhibits a significant “head effect,” where concerts by top-tier artists in first-tier cities remain highly popular, while mid-sized and smaller artists struggle to sell out their tickets. Based on these findings, this paper proposes marketing recommendations. First, mid-sized and smaller concerts should adopt differentiated competition strategies, identifying niche customer segments to avoid homogeneous competition. Second, the concert industry should actively embrace digital transformation, leveraging digital platforms for marketing and promotion to enhance consumer experiences. Third, it should explore the potential of cultural and creative products related to concerts to increase peripheral revenue.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bohan Wang
PY  - 2026
DA  - 2026/09/30
TI  - Marketing Strategies in China’s Concert Industry
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 15
EP  - 23
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_3
DO  - 10.2991/978-94-6239-777-4_3
ID  - Wang2026
ER  -