摘要：作为上海文化布局规划设想“一轴”的东起点，上海市政府和浦东新区政府投资10多亿元建造的上海东方艺术中心，是上海市第二家综合性剧院。在过去的九年里，上海东方艺术中心取得了一系列成就的同时，也难以避免的存在一些问题。

 本文结合东艺自身情况以及其所处的环境，通过SWOT分析、STP分析，得出东艺所拥有的优势、劣势、威胁以及机会并粗略得出其定位。得出的结论是：东艺是为观众提供高雅艺术享受，主打交响乐的，有一定社会责任的综合性剧院。通过7P进一步分析其营销组合，深入了解东艺的运营。最后结合具体情况，借鉴国内外著名剧院实例，试探性提出一些建议。

  在文化产业蓬勃发展的今天，文化演艺业作为其中重要的组成部分，剧院往往是一个城市文化的象征，它的成功运营能推动上海市的文化产业发展，必须予以重视。

关键词：上海东方艺术中心 市场定位 营销策略 建议

Abstract: Shanghai Oriental Art Center built by Shanghai Municipal Government and the Pu dong New Area government, costing over 10million RMB, is the second comprehensive theater. In the past 9 years, SHOAC have made a series of achievements, while it’s difficult to avoid some problems.

  Combining SHOAC’s won situation and its environment through SWOT analysis, STP analysis, the paper got its strengths, weaknesses, threats and opportunities and draw a rough positioning. The conclusion is that AHOAC, as a comprehensive theater, famous for symphony, provide for audience to enjoy high art and have a certain social responsibilities. Then get a deeper understanding of the operations through 7P analysis. Finally, tentatively put forward some suggestions. 

  Nowadays, as one of the important part of cultural performing arts industry, theater is a symbol of urban culture, we must take it seriously for its successful operation would promote the development of cultural industries in Shanghai.

Keywords: Shanghai Oriental Art Center  positioning  marketing strategy recommendations