社交媒体在《铁流东进》舞台剧观众拓展中的应用  

The Application of Social Media in Expanding the Audience of the Stage Play"Iron Stream Eastward"

作　　者：肖罕 Ciochon(China National Theatre,Beijing 100005)

机构地区：[1]中国国家话剧院,北京100005

出　　处：《艺术研究学刊》2025年第1期38-40,共3页

摘　　要：红色题材舞台剧《铁流东进》在传承革命精神的同时,面临受众老龄化、年轻群体触达率低等传播困境。社交媒体凭借其裂变传播、圈层突破与情感共鸣优势,成为破解此类文化IP传播瓶颈的关键路径。本文以《铁流东进》为案例,提出“平台矩阵构建—互动营销—口碑裂变”三位一体的观众拓展策略,以期为红色舞台剧的传播提供可复用的方法论。While inheriting the revolutionary spirit,the red themed stage play"Iron Stream Eastward"faces communication difficulties such as aging audience and low reach rate among young people.Social media,with its advantages of viral dissemination,circle breaking,and emotional resonance,has become a key path to breaking through the bottleneck of cultural IP dissemination.This article takes"Iron Stream Eastward"as a case study and proposes a three in one audience expansion strategy of"platform matrix construction interactive marketing word-of-mouth fission",in order to provide a reusable methodology for the dissemination of red stage plays.

关 键 词：社交媒体 《铁流东进》 舞台剧 观众拓展 

分 类 号：J824[艺术—戏剧戏曲]