我国大型山水实景演出运营分析

发布时间：2018-04-07 16:13

本文选题：大型山水实景演出　切入点：投资模式　出处：《山东艺术学院》2012年硕士论文

【摘要】：首部大型山水实景演出《印象刘三姐》自推向市场以来，获得了较好的社会效益和经济效益。大型山水实景演出被视为拉动地区经济发展的突破口，以“山水实景”为概念的人文资源与自然资源相结合的演出在全国各地陆续兴起。据统计，现时在我国旅游景区上演的大型山水实景演出已达八十余台，这些大型山水实景演出运营管理主体一般为项目式企业（即一演出一企业），其类型主要为国有、民营以及中外合资企业。然而一些企业因盲目跟风建造、缺乏此类演出的运营经验，导致演出投资虽大，但经营状况却欠佳甚至亏损的尴尬境况。因此分析大型山水实景演出经营状况，概括其运营特点，指出其存在问题，为此类演出项目提供可借鉴的范式，成为有必要和有意义的事情。本文主要选取张艺谋的“印象”系列和以梅帅元为代表的大型山水实景演出为例，结合实证研究法、定量分析法，分别从大型山水实景演出投资模式、演出企业管理结构、演出生产管理、演出市场营销、演出财务运营、演出人力资源管理六方面进行分析。通过分析，，得出大型山水实景演出的运营不但需要地方政府的综合扶持，还需要百万游客量、上亿资金、良好的自然环境、便捷的交通四大条件的支持，并且还要结合园区式规划，进行多元化经营和产业联动式发展，充分发挥合作联盟战略和品牌塑造的作用，只有这样才能使大型实景演出运营效果达到最优。此外，在大型山水实景演出运营中，也出现不少问题：演出依赖房地产反哺，“文化圈地”现象严重；政府缺乏科学的演出项目评估，盲目跟风打造大型山水实景演出现象严重；创意不断被复制，演出一次性消费现象明显。这些问题都在为大型山水实景演出的发展埋下隐患。本文就这些问题提出了建立完善的大型山水实景演出项目评估审查制度，加强大型山水实景演出品牌建设、大力发展大型山水实景演出衍生产品以及定期对演出项目进行创意更新的建议。
[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.
【学位授予单位】：山东艺术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J892.4

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