Abstract

November 4th, 2018, in the first episode of the third season of the Tucao Conference, a most popular talk show in China, pop singer Leehom Wang and Peking Opera actor Peiyu Wang debated whether pop songs should be incorporated with elements of Peking Opera. Peiyu Wang believes that young people should give themselves the opportunity to listen to Peking Opera. Pop songs should not encroach on Peking Opera. She thinks it is a kind of awkwardness to Peking Opera. Leehom Wang thinks that "if you don't sing, I don't sing, the Beijing Opera stage will be empty." "Beijing Opera" is China's "national drama", which is a flexible "brand" symbol on the international stage to convey the Chinese image. The paper is divided into three parts. Firstly, for evaluating the Beijing Opera as a Chinese art brand based on the relevant theoretical framework of brand strategy, the necessity of Beijing Opera improvement is pointed out. Secondly, the feasibility of improving Peking Opera is explained from the history of Peking Opera. Thirdly, the solution is proposed, that is, the improvement of Peking Opera needs to draw on the concept of "cooperative communication" and put up with the improvement plan of cooperation with whom and from which aspects. "Cooperative communication" model creates "new Pecking Opera" from the four aspects, which are "content", "subject", "objective" and "channel", so that Beijing Opera can keep youth, popular and go to the world.

Key words: Cooperative communication, Peking Opera, popular culture, brand building.