本文選題：大型山水實(shí)景演出　切入點(diǎn)：投資模式　出處：《山東藝術(shù)學(xué)院》2012年碩士論文

【摘要】：首部大型山水實(shí)景演出《印象劉三姐》自推向市場(chǎng)以來(lái)，獲得了較好的社會(huì)效益和經(jīng)濟(jì)效益。大型山水實(shí)景演出被視為拉動(dòng)地區(qū)經(jīng)濟(jì)發(fā)展的突破口，以“山水實(shí)景”為概念的人文資源與自然資源相結(jié)合的演出在全國(guó)各地陸續(xù)興起。據(jù)統(tǒng)計(jì)，現(xiàn)時(shí)在我國(guó)旅游景區(qū)上演的大型山水實(shí)景演出已達(dá)八十余臺(tái)，這些大型山水實(shí)景演出運(yùn)營(yíng)管理主體一般為項(xiàng)目式企業(yè)（即一演出一企業(yè)），其類(lèi)型主要為國(guó)有、民營(yíng)以及中外合資企業(yè)。然而一些企業(yè)因盲目跟風(fēng)建造、缺乏此類(lèi)演出的運(yùn)營(yíng)經(jīng)驗(yàn)，導(dǎo)致演出投資雖大，但經(jīng)營(yíng)狀況卻欠佳甚至虧損的尷尬境況。因此分析大型山水實(shí)景演出經(jīng)營(yíng)狀況，概括其運(yùn)營(yíng)特點(diǎn)，指出其存在問(wèn)題，為此類(lèi)演出項(xiàng)目提供可借鑒的范式，成為有必要和有意義的事情。 本文主要選取張藝謀的“印象”系列和以梅帥元為代表的大型山水實(shí)景演出為例，結(jié)合實(shí)證研究法、定量分析法，分別從大型山水實(shí)景演出投資模式、演出企業(yè)管理結(jié)構(gòu)、演出生產(chǎn)管理、演出市場(chǎng)營(yíng)銷(xiāo)、演出財(cái)務(wù)運(yùn)營(yíng)、演出人力資源管理六方面進(jìn)行分析。通過(guò)分析，，得出大型山水實(shí)景演出的運(yùn)營(yíng)不但需要地方政府的綜合扶持，還需要百萬(wàn)游客量、上億資金、良好的自然環(huán)境、便捷的交通四大條件的支持，并且還要結(jié)合園區(qū)式規(guī)劃，進(jìn)行多元化經(jīng)營(yíng)和產(chǎn)業(yè)聯(lián)動(dòng)式發(fā)展，充分發(fā)揮合作聯(lián)盟戰(zhàn)略和品牌塑造的作用，只有這樣才能使大型實(shí)景演出運(yùn)營(yíng)效果達(dá)到最優(yōu)。此外，在大型山水實(shí)景演出運(yùn)營(yíng)中，也出現(xiàn)不少問(wèn)題：演出依賴(lài)房地產(chǎn)反哺，“文化圈地”現(xiàn)象嚴(yán)重；政府缺乏科學(xué)的演出項(xiàng)目評(píng)估，盲目跟風(fēng)打造大型山水實(shí)景演出現(xiàn)象嚴(yán)重；創(chuàng)意不斷被復(fù)制，演出一次性消費(fèi)現(xiàn)象明顯。這些問(wèn)題都在為大型山水實(shí)景演出的發(fā)展埋下隱患。本文就這些問(wèn)題提出了建立完善的大型山水實(shí)景演出項(xiàng)目評(píng)估審查制度，加強(qiáng)大型山水實(shí)景演出品牌建設(shè)、大力發(fā)展大型山水實(shí)景演出衍生產(chǎn)品以及定期對(duì)演出項(xiàng)目進(jìn)行創(chuàng)意更新的建議。
[Abstract]:The first large-scale landscape performance, impression Liu Sanjie, has achieved better social and economic benefits since it was introduced to the market.Large-scale landscape performance is regarded as a breakthrough point to promote regional economic development. The performance which combines human resources and natural resources with the concept of "landscape reality" has been springing up all over the country.According to statistics, at present, more than 80 large-scale landscape performances have been staged in our country's tourist scenic spots. The main body of operation and management of these large-scale landscape shows are generally project-type enterprises (that is, one performance and one enterprise, the main type of which is state-owned).Private and Sino-foreign joint ventures.However, some enterprises blindly follow the trend of construction, lack of operating experience of this kind of performance, which leads to the embarrassing situation that the performance investment is large, but the operating condition is poor or even the loss.Therefore, it is necessary and meaningful to analyze the operating situation of large-scale landscape performance, summarize its operating characteristics, point out its existing problems, and provide a model for this kind of performance.This article mainly selects Zhang Yimou's "impression" series and large-scale landscape performance represented by Mei Shuaiyuan as an example, combining empirical research method, quantitative analysis method, respectively from large-scale landscape performance investment model, performance enterprise management structure.Performance production management, performance marketing, performance financial operations, performance human resources management six aspects of analysis.Through analysis, it is concluded that the operation of large-scale landscape performance not only needs the comprehensive support of the local government, but also needs the support of millions of visitors, hundreds of millions of funds, a good natural environment, and convenient transportation.And also combined with park planning, diversification and industrial linkage development, fully play the role of cooperative alliance strategy and brand shaping, only in this way can the operation effect of large-scale real scene performance reach the best.In addition, in the operation of large-scale landscape performances, there are also many problems: the performance depends on real estate, the phenomenon of "cultural circles" is serious, and the government lacks scientific evaluation of performance projects.Blind follow the wind to create large-scale landscape performance phenomenon serious; creativity is constantly copied, performance one-off consumption phenomenon is obvious.These problems are buried hidden dangers for the development of large-scale landscape performance.Based on these problems, this paper puts forward the establishment of a perfect evaluation and examination system for large-scale landscape performance projects, and the strengthening of brand construction of large-scale landscape performance.Develop large-scale landscape performance derivative products and the proposal of regular creative updating of performance projects.
【學(xué)位授予單位】：山東藝術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：J892.4

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