本案例由江南大学商学院的于海云副教授团队撰写，江南大学商学院案例中心研究员程露全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：目前中国剧本杀的市场规模潜力巨大，尽管2020年受疫情影响，剧本杀市场规模有所收缩，但117.4亿元的市场整体营收仍然吸引着各路资本投注剧本杀行业之中。目前，剧本杀行业普遍存在市场监管缺位、各商家服务水平参差不齐等问题。因此，未来剧本杀行业如何维持良好的发展趋势和格局以满足消费者需求这一问题值得进一步深入探讨。本案例以无锡市剧本杀实体店“星幻剧场”95后老板小杰的创业历程为主线，描述了星幻剧本杀面临的因行业变化后遇到的经营困境，深度分析了创业者小杰寻求改变得以存活并且得到不断成长的故事。在目前全社会创办小微企业比例增多的形势下，本案例旨在为创业者提供一个作为网红经济行业中的小微企业创业和成长素材。

关键词：小微企业；网红经济；剧本杀；经营困局

Xinghuan Theater: The Business dilemma of The Script Murder’s Brick-and-mortar Store

Abstract: At present, the market size of Chinese script murder has huge potential. Although the market size of script murder will shrink due to the impact of the epidemic in 2020, the overall market revenue of RMB 11.74 billion still attracts all kinds of capital to bet in the script murder industry. At present, the script murder industry generally has problems such as lack of market supervision and uneven service levels of various merchants. Therefore, how to maintain a good development trend and pattern in the future script murder industry to meet the needs of consumers is worthy of further in-depth discussion. This case focuses on the entrepreneurial process of Xiaojie, the post-95 boss of the script murder store "Xinghuan Theater" in Wuxi City. Seek change to survive and grow stories. Under the current situation that the proportion of small and micro enterprises established by the whole society is increasing, this case aims to provide entrepreneurs with a material for small and micro enterprises to start and grow in the Internet celebrity economy industry.

Key Words: Small and micro enterprises; Internet celebrity economy; Script murder; The Business dilemma