当代艺术营销的理念重塑与体系建构

Reinventing the Concept and Constructing the System of Contemporary ArtMarketing

营销的自觉实践已有数百年的历史,营销学20世纪初从经济学的母体中脱胎而出,对全球经济发展持续产生重要影响。作为国民经济支柱性产业的文化产业中,“演艺”位列文化产业中13个行业之首。推动演艺市场的发展,艺术营销既是关键性因素,又是演艺机构普遍存在的突出短板。中国演艺市场有着巨大的发展空间,亟需强化营销在艺术发展中的独特作用,建构符合艺术规律和市场规律要求的艺术营销理念和体系。

The conscious practice of marketing has a history of hundreds of years,and marketing came out from the mother of economics at the beginning of the 20th century,which has continued to have an important impact on global economic development.The cultural industry being a pillar industry of the national economy,,“performing arts”is ranked as the first of the 13 industries in the cultural industry.To promote the development of the performing arts market,art marketing is both a key factor and an outstandingly weak aspect of performing arts organisations in general.China's performing arts market has a huge development space,and there is an urgent need to strengthen the unique role of marketing in the development of the arts,and to construct an arts marketing concept and system that meets the requirements of the laws of the arts and the laws of the market.