拓展天津经典音乐演出市场的方法研究

发布时间：2018-11-26 15:20

【摘要】：普及、推广经典音乐作品体现了一座大都市主流文化的价值观,基于目前天津经典音乐演出市场蓄势待发的起步阶段,研究拓展天津的经典音乐演出市场,不仅能更好的推动城市文化高品位发展,同时对提升市民的整体文化素质、展示城市文化发展面貌也有着积极的促进作用。近年来,国内外相关领域专家与学者不断就“拓展经典音乐市场”进行研究,提出通过加强艺术教育和降低演出票价来培养新观众,与此同时,将“演出形式与各时代先进的生产力特征相结合”这一理论的提出,亦是有着独到见解。而在如何进一步按照市场化的需求来设计节目、开发更有针对性的营销方法和更宽阔的运营方式等方面的研究还有待进一步加强和挖掘,因此,本文的研究将从这个角度进行展开。本文以拓展天津经典音乐演出市场的方法为研究对象,运用文献分析、案例剖析、专家访谈等研究方法,通过前期大量的演出案例以及对天津市场现状的调查和走访,获得了较为真实的一手资料。第一章分析天津经典音乐演出市场现状,提出“大、显、高”三大优势与“渐、升、推、助”四大机会以及所反映出的劣势和威胁并归纳出拓展市场需要解决的三大问题;后三章则是根据问题提出了针对性的拓展市场的方法,即节目设计创新是拓展关键,包括表演风格、形式和环境的设计创新;营销策略立体是拓展手段,分别从产品、价格、渠道、销售方面做立体式营销策略分析;运营方式多元是拓展保障,从政府、人才、资金、院线及产品链等多条途径整合演出资源。本文通过分析一些成功的演出案例,挖掘创意元素,将一些演出中好的成果、优秀的模式借鉴到经典音乐的推广中来,文中提出的拓展天津经典音乐演出市场的“节目设计创新、营销策略立体以及运营方式多元”三大方法,并予以细分拓展是本文的重点,可以为经典音乐演出市场的繁荣发展提供启示及参考。
[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.
【学位授予单位】：天津音乐学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

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