拓展天津經(jīng)典音樂演出市場的方法研究
發(fā)布時(shí)間：2018-11-26 15:20
【摘要】：普及、推廣經(jīng)典音樂作品體現(xiàn)了一座大都市主流文化的價(jià)值觀,基于目前天津經(jīng)典音樂演出市場蓄勢待發(fā)的起步階段,研究拓展天津的經(jīng)典音樂演出市場,不僅能更好的推動(dòng)城市文化高品位發(fā)展,同時(shí)對提升市民的整體文化素質(zhì)、展示城市文化發(fā)展面貌也有著積極的促進(jìn)作用。近年來,國內(nèi)外相關(guān)領(lǐng)域?qū)＜遗c學(xué)者不斷就“拓展經(jīng)典音樂市場”進(jìn)行研究,提出通過加強(qiáng)藝術(shù)教育和降低演出票價(jià)來培養(yǎng)新觀眾,與此同時(shí),將“演出形式與各時(shí)代先進(jìn)的生產(chǎn)力特征相結(jié)合”這一理論的提出,亦是有著獨(dú)到見解。而在如何進(jìn)一步按照市場化的需求來設(shè)計(jì)節(jié)目、開發(fā)更有針對性的營銷方法和更寬闊的運(yùn)營方式等方面的研究還有待進(jìn)一步加強(qiáng)和挖掘,因此,本文的研究將從這個(gè)角度進(jìn)行展開。 本文以拓展天津經(jīng)典音樂演出市場的方法為研究對象,運(yùn)用文獻(xiàn)分析、案例剖析、專家訪談等研究方法,通過前期大量的演出案例以及對天津市場現(xiàn)狀的調(diào)查和走訪,獲得了較為真實(shí)的一手資料。第一章分析天津經(jīng)典音樂演出市場現(xiàn)狀,提出“大、顯、高”三大優(yōu)勢與“漸、升、推、助”四大機(jī)會(huì)以及所反映出的劣勢和威脅并歸納出拓展市場需要解決的三大問題;后三章則是根據(jù)問題提出了針對性的拓展市場的方法,即節(jié)目設(shè)計(jì)創(chuàng)新是拓展關(guān)鍵,包括表演風(fēng)格、形式和環(huán)境的設(shè)計(jì)創(chuàng)新;營銷策略立體是拓展手段,分別從產(chǎn)品、價(jià)格、渠道、銷售方面做立體式營銷策略分析;運(yùn)營方式多元是拓展保障,從政府、人才、資金、院線及產(chǎn)品鏈等多條途徑整合演出資源。本文通過分析一些成功的演出案例,挖掘創(chuàng)意元素,將一些演出中好的成果、優(yōu)秀的模式借鑒到經(jīng)典音樂的推廣中來,文中提出的拓展天津經(jīng)典音樂演出市場的“節(jié)目設(shè)計(jì)創(chuàng)新、營銷策略立體以及運(yùn)營方式多元”三大方法,并予以細(xì)分拓展是本文的重點(diǎn),可以為經(jīng)典音樂演出市場的繁榮發(fā)展提供啟示及參考。
[Abstract]:Popularizing and popularizing classical music works embodies the values of the mainstream culture of a metropolis. Based on the initial stage in which Tianjin's classical music performance market is ready to take off, we will study and expand Tianjin's classical music performance market. It can not only promote the high grade development of urban culture, but also promote the overall cultural quality of citizens and display the outlook of urban cultural development. In recent years, experts and scholars in related fields at home and abroad have been conducting research on "expanding the classical music market", proposing to train new audiences by strengthening art education and lowering performance ticket prices, at the same time, The theory of combining the form of performance with the characteristics of advanced productive forces of all times has its own unique views. However, the research on how to design programs, develop more targeted marketing methods and wider operation methods in accordance with the needs of the market still needs to be further strengthened and excavated. The research of this paper will be carried out from this angle. This article takes the method of expanding Tianjin classical music performance market as the research object, uses the literature analysis, the case analysis, the expert interview and so on research method, through the early stage massive performance case as well as the investigation and the visit to the Tianjin market present situation, Obtained more real first-hand information. The first chapter analyzes the present situation of Tianjin classical music performance market, puts forward three advantages and four opportunities of "big, clear, high" and "gradual, ascending, pushing and helping", and summarizes the three problems that need to be solved in order to expand the market. The last three chapters put forward the methods to expand the market according to the problems, that is, the innovation of program design is the key to expand the market, including the design innovation of performance style, form and environment; Three-dimensional marketing strategy is a means of expansion, respectively from the product, price, channels, sales aspects of three-dimensional marketing strategy analysis; Diversified operation is to expand the security, from the government, talent, capital, hospital and product chain and other channels to integrate performance resources. This article analyzes some successful performance cases, excavates the creative elements, and draws lessons from the good achievements and excellent models of some performances to the promotion of classical music. This paper puts forward three methods to expand Tianjin classical music performance market, which are program design innovation, marketing strategy three-dimensional and operation mode plural, which are the emphases of this paper. It can provide inspiration and reference for the prosperity and development of classical music performance market.
【學(xué)位授予單位】：天津音樂學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124
[Abstract]:Popularizing and popularizing classical music works embodies the values of the mainstream culture of a metropolis. Based on the initial stage in which Tianjin's classical music performance market is ready to take off, we will study and expand Tianjin's classical music performance market. It can not only promote the high grade development of urban culture, but also promote the overall cultural quality of citizens and display the outlook of urban cultural development. In recent years, experts and scholars in related fields at home and abroad have been conducting research on "expanding the classical music market", proposing to train new audiences by strengthening art education and lowering performance ticket prices, at the same time, The theory of combining the form of performance with the characteristics of advanced productive forces of all times has its own unique views. However, the research on how to design programs, develop more targeted marketing methods and wider operation methods in accordance with the needs of the market still needs to be further strengthened and excavated. The research of this paper will be carried out from this angle. This article takes the method of expanding Tianjin classical music performance market as the research object, uses the literature analysis, the case analysis, the expert interview and so on research method, through the early stage massive performance case as well as the investigation and the visit to the Tianjin market present situation, Obtained more real first-hand information. The first chapter analyzes the present situation of Tianjin classical music performance market, puts forward three advantages and four opportunities of "big, clear, high" and "gradual, ascending, pushing and helping", and summarizes the three problems that need to be solved in order to expand the market. The last three chapters put forward the methods to expand the market according to the problems, that is, the innovation of program design is the key to expand the market, including the design innovation of performance style, form and environment; Three-dimensional marketing strategy is a means of expansion, respectively from the product, price, channels, sales aspects of three-dimensional marketing strategy analysis; Diversified operation is to expand the security, from the government, talent, capital, hospital and product chain and other channels to integrate performance resources. This article analyzes some successful performance cases, excavates the creative elements, and draws lessons from the good achievements and excellent models of some performances to the promotion of classical music. This paper puts forward three methods to expand Tianjin classical music performance market, which are program design innovation, marketing strategy three-dimensional and operation mode plural, which are the emphases of this paper. It can provide inspiration and reference for the prosperity and development of classical music performance market.
【學(xué)位授予單位】：天津音樂學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124
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