宝塚歌剧团的核心竞争力分析

Analysis on the Core Competitiveness of Takarazuka Revue Company

目前,表演艺术院团的发展仍然存在着艺术产品质量和创新能力不高、管理体制与外部社会发展环境相脱节、营销观念和营销手段的缺乏等问题,构建核心竞争力已经成为当前我国表演艺术院团能否获得突破性发展的关键。作为最成功的戏剧组织之一,宝塚歌剧团能保持繁荣兴旺的原因与它独特的核心竞争力分不开。因此,本文以宝塚歌剧团为研究对象,分析它在产品竞争力、管理竞争力和营销竞争力方面的构成,并与四季剧团进行横向比较,以期在归纳和比较中为我国表演艺术院团的发展提供点滴有用的经验。

At present,there are still some problems in the development of performing arts troupes,such as the low quality and innovation ability of art products,the disconnection between the management system and the external social development environment,and the lack of marketing concepts and marketing means.The construction of core competitiveness has become the key to the breakthrough development of Chinese Performing Arts troupes.As one of the most successful drama organizations,the reason why Takarazuka Revue Company can maintain prosperity is inseparable from its unique core competitiveness.Therefore,this paper takes Takarazuka Revue Company as the research object,analyzes its composition in product competitiveness,management competitiveness and marketing competitiveness,and makes a horizontal comparison with the Shiki Theatre Company,in order to provide some useful experience for the development of China’s performing arts troupes in induction and comparison.