二十世纪早期上海京剧市场营销研究

发布时间：2018-07-15 17:47

【摘要】： 1843年,上海被迫向西方开埠,英、法、美等西方侵略者先后在上海建立租界,西方的思想文化和艺术形式涌入上海成了资本主义市场经济下的国际大都市。20世纪早期,上海的京剧演员和剧场经营者为了在激烈的市场竞争中为自己争取最大的经济利益,纷纷将营销理念灌注在京剧的市场经营中。他们的营销理念的核心在于“了解观众心理满足市场所需”,在这个理念指导下,从戏剧生产到戏剧经营上海的京剧从业者们都采取了有效的营销措施,获得了经济效益和京剧市场的繁荣,改变了京剧的面貌,造就了一批优秀演员和优秀剧目,为后世留下了宝贵财富。20世纪早期上海京剧市场营销也存在问题和弊端,以过于重视商业利益而损害艺术价值为主要。这些历史的成功经验与弊端教训对今天都具有借鉴意义。当今上海京剧院和逸夫舞台继承了先辈的理念,十分重视京剧营销,取得了一些成果,但是戏曲在营销方面仍然有很多问题亟待解决。今天戏曲面临着市场危机,戏曲市场化进程刻不容缓,想要获得市场繁荣,现代市场营销是不可缺少的手段。以史为鉴,找出与戏曲相适应的市场营销方法是戏曲未来发展的一个重大课题。
[Abstract]:In 1843, Shanghai was forced to open a port to the West. Western invaders, such as Britain, France, and the United States, successively established concessions in Shanghai. Western ideological, cultural and artistic forms poured into Shanghai as an international metropolis under the capitalist market economy in the early 20th century. In order to strive for the greatest economic benefit for themselves in the fierce market competition, the Beijing Opera actors and theater operators in Shanghai have put the marketing concept into the market management of Beijing Opera. The core of their marketing philosophy is to "understand the audience's psychology to meet the needs of the market." under the guidance of this concept, Beijing Opera practitioners from drama production to drama management in Shanghai have taken effective marketing measures. It has obtained economic benefits and the prosperity of the Peking Opera market, changed the appearance of Beijing opera, created a number of outstanding actors and excellent repertoire, and left valuable wealth for future generations. There are also problems and drawbacks in the marketing of Beijing opera in Shanghai in the early 20th century. To pay too much attention to commercial interests and damage to the value of art as the main. These successful experiences and lessons of history are of great significance for reference today. Nowadays, Shanghai Beijing Opera Academy and Yifu stage have inherited the ideas of their predecessors, attached great importance to Beijing Opera marketing, and made some achievements, but there are still many problems to be solved in the marketing of opera. Today, opera is facing a market crisis, the process of opera marketization is urgent, in order to achieve market prosperity, modern marketing is an indispensable means. Learning from history, it is an important task for the future development of opera to find out the marketing methods suitable for opera.
【学位授予单位】：中国艺术研究院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;J821

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