【摘要】：隨著全國文化體制改革深入,國有藝術(shù)表演團(tuán)體陸續(xù)轉(zhuǎn)制改企,部分企業(yè)在經(jīng)營方面存在著市場(chǎng)營銷策略思路不清、辦法不多、針對(duì)性不強(qiáng)等問題和困惑。在廣東省經(jīng)濟(jì)轉(zhuǎn)軌、社會(huì)轉(zhuǎn)型環(huán)境下,2009年A劇團(tuán)和B劇團(tuán)由原來的政府事業(yè)單位合并轉(zhuǎn)制為國有獨(dú)資企業(yè)G公司,G公司目前也面臨著經(jīng)營方面的問題。 本文主要內(nèi)容包括：(1)介紹選題背景,確定了論文要研究的主要問題；(2)對(duì)G公司市場(chǎng)營銷環(huán)境進(jìn)行分析。據(jù)此進(jìn)行市場(chǎng)細(xì)分,進(jìn)而確定G公司的市場(chǎng)定位——G公司應(yīng)以消費(fèi)者為核心,堅(jiān)持經(jīng)濟(jì)效益和社會(huì)效益相結(jié)合,發(fā)揮優(yōu)勢(shì),創(chuàng)作生產(chǎn)精品新派粵劇、包裝優(yōu)勢(shì)經(jīng)典劇目,用大戲立足城市中、高端市場(chǎng)和農(nóng)村高端市場(chǎng)。(3)提出了G公司市場(chǎng)營銷6Ps組合策略。 本文創(chuàng)新點(diǎn)：一是營銷組合的創(chuàng)新。G公司除了考慮經(jīng)典的4P策略之外還應(yīng)充分關(guān)注政治權(quán)力和公共關(guān)系這兩種營銷策略(2P),它們是目前培育和開拓粵劇市場(chǎng)不可或缺的力量。本文依據(jù)科特勒的“大市場(chǎng)營銷”理論使用“6P”組合策略以求準(zhǔn)確地把握問題實(shí)質(zhì)得出具有實(shí)踐意義的結(jié)論。二是結(jié)合G公司粵劇產(chǎn)品的特點(diǎn)和營銷的環(huán)境對(duì)每個(gè)營銷策略提出創(chuàng)新思路。
[Abstract]:With the deepening of the reform of the national cultural system and the transformation of the state-owned art performing groups into enterprises, some enterprises have some problems and puzzles in the aspects of management, such as unclear marketing strategy, lack of methods, weak pertinence and so on. Under the environment of economic transition and social transformation in Guangdong Province, in 2009, A and B theatrical troupes were transformed from the original government institutions to the state-owned wholly owned company G Company G Company, which is also facing the problems of management at present. The main contents of this paper are as follows: (1) introduce the background of the topic and determine the main problems to be studied; (2) analyze the marketing environment of G Company. According to this, market segmentation is carried out, and then the market position of G Company is determined that G Company should take consumers as the core, adhere to the combination of economic and social benefits, bring its advantages into full play, create and produce fine new Cantonese opera, and package the superior classical repertoire. Based on the urban, high-end market and rural high-end market. (3) put forward G company marketing 6Ps combination strategy. The innovation of this paper is as follows: first, in addition to considering the classical 4P strategy, the company should pay full attention to the two marketing strategies (2P), political power and public relations, which are the indispensable forces to cultivate and open up the Cantonese opera market at present. According to Kotler's "big marketing" theory, this paper uses the "6p" combination strategy to accurately grasp the essence of the problem and draws a conclusion of practical significance. Second, combining the characteristics of Cantonese opera products and the marketing environment of G Company, it puts forward innovative ideas for each marketing strategy.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J819.1

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本文編號(hào)：2184905