三雅园的经营策略与昆剧的命运

The Business Strategies of the Sanya Theatre and the Fate of Kunqu Opera

三雅园是晚清上海长期专演昆剧的戏园,也是当时昆班艺人的主要活动基地。在同光年间,因昆剧急遽衰落、戏园间的竞争异常激烈,其经营陷入空前的窘境。为扭转营业状况、挽救与其命运相联的昆剧,三雅园利用《申报》刊登广告,采用灵活多变的营销手段,并不断编演“新戏”等。这些经营策略顺应了晚清上海时代发展的要求,迎合了观众的审美情趣和消费心理,因此为三雅园赢得了部分观众,也给昆剧带来了些许生机,但没能从根本上改变昆剧和三雅园的命运,其中原因复杂,但与经营策略失当有一定的关系。本文的探讨将有助于进一步认识昆剧在晚清上海的生存状况,对于今天的戏剧经营出路和昆剧变革问题或许有所启发。

The Sanya Theatre was specialized in acting Kunqu Opera for a long time in Shanghai during the late Qing Dynasty ,it was also the major base for Kunqu Opera artists. Because Kunqu Opera had been fading sharply and the drastic competition among theatres , the Sanya Theatre get into unprecedented difficulties during Tongzhi and Guangxu period in Qing Dynasty .In order to change the condition of business .,to save Kunqu Opera, the Sanya Theatre published ad. on Shen Newspaper ,and adopted colorful measures ,and arranged new plays .These strategies kept up with the time of Shanghai in the late Qing Dynasty and catered for the consumer＇ s taste and mind .As a result, the Sanya Theatre won a lot of audience ,at the same time, Kunqu Opera won lots of vitalforce. The Sanya Theatre and Kunqu Opera couldn ＇ t change their fates ,although the causes were complex ,which had a relationship with those strategies .This article maybe help us to know further the conditions of Kunqu Opera in Shanghai during the late Qing Dynasty ,and it will give us some inspirations on opera＇ s oulet and Kunqu Opera＇ s change today.