话剧艺术的营销导向,决定着话剧艺术的发展路径,直接影响话剧艺术的传播和受众的培养。话剧艺术的营销,存在大众化与小众化两种导向,二者的实质、优势和作用有着较大的差异,但也有着内在的一致性,应当根据话剧艺术的独特性,辩证对待走向大众与回归小众的关系,既要保持大众化的总体走向,又要坚持小众化的层次划分,促进话剧艺术市场的真正繁荣。 The marketing orientation of drama art determines the development path of drama art and directly influences the spread of drama art and the cultivation of audiences. The marketing of drama art has two kinds of orientation: popularization and miniaturization. The essence, advantage and function of the two are quite different, but there is also internal consistency. According to the uniqueness of drama art, To return to the relationship between the minorities, we must not only maintain the overall trend of popularization, but also insist on the division of the minority in order to promote the real prosperity of the drama art market.