当代戏曲演出营销研究

【作者】 周春雨；

【导师】 叶长海；

【作者基本信息】 上海戏剧学院 ， 戏剧戏曲学， 2009， 博士

【摘要】 戏剧营销就是营销主体对戏剧产品进行构想、筹划、市场定价、分销及促销的计划和实施,从而满足戏剧文化消费者的消费需求的市场交换活动。而戏剧营销的过程就是:戏剧制作人或策划人,在一定的市场认知及预期的基础上,策划和开发剧目,并实现剧本的舞台呈现,将之推向演出营销体系,并采取相关方法和措施,吸引观众走进剧场,从而完成戏剧产品的消费,实现预期收益。随着社会经济的发展,市场供求关系逐渐从卖方市场向买方市场转变,市场营销的观念也从以生产为中心逐步转向以销售为中心。而21世纪的今天,营销早已经步入以顾客为导向的阶段。因此,对自己的现有和潜在客户进行充分的了解非常必要。我在2008年3月、4月对于上海的几个主要的剧场——逸夫舞台、上海大剧院、东方艺术中心、艺海剧院以及上海的一些写字楼宇进行了随机的观众调查,分五个方面——观众的休闲生活、观众的欣赏倾向、观众欣赏戏曲的目的和频率、观众对戏曲的接受度以及影响戏曲演出营销的因素,进行了详细的分析。基于该份营销调研,本文总结出当代戏曲审美群体缩减的原因乃在于如下几个方面:戏曲与当代现实生活脱节、戏曲的节奏太慢、文化及休闲生活方式的多元化及年轻人自身的心理因素等。营销学是对市场进行区域划分,即市场细分以后,进行目标市场的选择,然后确定自己产品的差异化,从而找准自己的市场定位。在正确定位的基础上,就可以实施策略性的营销了。本文力图对当前戏曲演出市场上散乱的营销方法进行归纳和总结,而得出了概念、人物、节庆、旅游、展会、整合和赛事七个方面的营销策略,并通过一些实际的案例来阐述相关策略。戏曲的演出营销,作为文化营销的一种,必然有不同于其它普通商品市场营销的不同之处,这是研究戏曲演出营销不可回避的问题。戏曲演出营销相比普通商品的市场营销具有文化特性、体验特性、多元性、地域性和渗透性。戏曲演出营销也具有不同于一般商品市场营销的难点,即在于戏曲产品的文化属性、戏曲消费的现场性和戏曲审美的虚拟性。我想,戏曲工作者,包括剧团从业人员和戏曲理论家等等,应该保持一个理性的心态。对于戏剧这类文化产品的营销来说,首先还是应该生产出好的产品,用好的产品来说话。与时俱进、推陈出新是中国戏曲生存发展的需要,也是弘扬戏曲文化的根本。因此,戏曲应该关注现实。我们应该在一定的尺度下,适当地对戏曲进行现代化的调整。我们必须大刀阔斧地进行尝试,大胆改革,保留精华,砍除冗顽。戏曲院团要认真进行经济体制的改革、人事制度的改革、用人机制的改革,建立奖惩机制和现代管理体制,主动出击,真抓实干,培养本剧种的明星领军演员,并培养熟悉热爱本剧种的编剧、导演、舞美人才,重用懂营销、会经营的人才,为戏曲开出一条充满生机的道路。更多还原

【Abstract】 The marketing of the drama performence is a marketing corpus to make a plan and to prepare to have a drama product,and to decide the price, to retail and make sales promotion to meet the demand of the drama market.Then the process of drama marketing is the drama producer or plan person to make a plan and develop the play basing on his market cognition and expectation, then give the performance on the stage which is involved in the performance marketing system, and adopt related method and measure to attract the audience to enter the theater, which at last complete the consume of the drama performance product and realize the expectation income.The relationship between the supply and the demand on the market has inclined from the selling to the perchase gradually with the development of the social economy, the idea of the marketing also turned from the producing center to the selling center gradually.Nowadays in the 21 centuries, the marketing has already come to a new stage of regarding the customer as the direction.Therefore, that’ll be very necessity to have full understanding of your customer and the latent customer.In March and April of 2008,I had made a random of audience investigate in several Shanghai main theaters-Yi Fu Stage, Shanghai Grand Theater, Oriental Art Center,Yi Hai Theater and some office buildings in Shanghai.The article analysises detailed on the leisure of the audience/the audience interest/ the audience appreciate purpose and frequency/the marketing factors which influent the audience to buy the ticket.According to the marketing investigation, I summary that the reason of the contemporary Chinese traditional performance consumers decreasing in a few aspects as follows:the Chinese traditional performance is disjointed with the contemporary, the rhythm of the drama is too slow, diversification of the culture and the leisure, and young man’s mental factors etc. .Marketing study is to divide the market,then choose the target market then decide the difference between own product and the others,thus quasi- oneself of market fixed position.On the foundation of the fixed position, we can have a marketing strategy.This text try to summary from the messy marketing method which carried on in current drama performance,then get Concept, Person, Festival,Tour,Exhibition & Meeting, Integration and Game totally seven marketing strategies, and explained them by many actual cases.As a kind of cultural marketing, the Chinese traditional performance marketing is inevitably different from the common commodity marketing which you can’t get around when doing the research on the marketing of the performance.To compare to the common marketing,the marketing of the drama performance has a few characters.They are cultural characteristic, experience characteristic, diverse, regional,and permeate.The marketing of the Chinese traditional performance also differs from the general commodity marketing that lie in the cultural attribute, one time consumption of the drama performence and the conjecture of the Chinese traditional performance.In my oppinion,all the drama workers, include the performance staff and the drama theoretician etc., should keep a mindset of reasonable-ness.As for the marketing of drama,it should be the first to supply a good product.To go forward with the ages and innovation is the root and the demand of the development of the Chinese traditional play.Therefore,the Chinese traditional drama should pay attention on the reality.We should properly adjust the Chinese traditional play to be more modern under the certain dimensions.And we have to do the reform to reserve the essence and chop down the garbage.The theater and the performance group should reform the system of the economic and the human resources etc.,and to establish the system of the prize and punishment and the modern management,to develop the playwriter/the director and the stage designer who know well and love the tradition-al play,to use the talented person who is good at the marketing and the management to lead the Chinese traditional play to a prosperous future.更多还原