文化艺术表演团体市场营销研究

Marketing Research of Arts and Cultural Performance Groups

文化艺术表演团体要想在市场竞争中得到生存与发展,必须依靠市场营销。本文首先总结了文化艺术表演团体市场营销的相关理论,包括双重特征、产品特点及构成要素。其次探讨了营销理念与运作模式,包括引入现代企业管理、创造与激发社会公众的文化艺术需求、借助专业营销人员与中介机构、成立行业协会等。最后从相互关系、企业动机、可用资源与合作模式等方面,重点研究了文化艺术表演团体应与企业建立互利协同发展的营销体系。

Marketing is very important for arts and cultural performance groups to survive in the market competition.Firstly,the paper summarizes related theories of the marketing of arts and cultural performance groups,including dual characteristics,product characteristics and constituent elements.Secondly,it explores the marketing concept and operation mode,including the introduction of modern enterprise management,creation and stimulation of cultural and artistic needs of the public,taking advantage of professional...