Author(s)

Xinyi Zhang

Corresponding Author

Xinyi Zhang

Abstract

As an important component of traditional Chinese culture, Yue Opera has faced issues in recent years such as an aging audience and market shrinkage, especially the recognition and acceptance among the post-90s and post-2000s generations need to be improved. With the rapid development of digital technology and the diversification of cultural consumption, the commercialization transformation of the Yue Opera industry has become a key path for inheritance and innovation. Based on a survey of Yue Opera cognition among post-90s and post-2000s groups, this study analyses their degree of recognition, channels of understanding, and acceptance of new forms, and further explores the current status and problems of commercialization in the Yue Opera industry in aspects such as performance markets, derivative product development, and brand building, including market positioning deviations, single marketing methods, talent shortages, and insufficient funding. In response to these problems, commercialization strategies such as precisely targeting young groups, strengthening digital communication, constructing a youth talent pipeline, and broadening funding channels are proposed, aiming to provide theoretical and practical references for the sustainable development of the Yue Opera industry.

Keywords

Yue Opera Industry; Commercialization Strategies; Young Group Cognition