民族地区文化产业商业化运作模式的一次有益尝试——以大型马文化全景式综艺演出《千古马颂》为例

A Beneficial Try of Commercialized Operation Mode of Cultural Industry in Ethnic Area——Take The Music Characteristics of The Large Panoramic Variety Show "Eternal Ode To The Horse" For Example

步入新世纪以来,中国文化产业出现蓬勃发展的势头。内蒙古文化产业也由转变观念的初始阶段,进入到了培育市场主体、加快发展的新阶段。大型马文化全景式综艺演出《千古马颂》的推出,就是充分借势于区位与民族文化,率先闯出的一条特色文化产业之路,开创了民族地区文化产业商业模式探索的新模式。本文以《千古马颂》为例,从顾客需求是商业模式成功的基础、合作方的紧密配合是商业模式成功的关键等不同视角,研讨了《千古马颂》商业模式雏形的形成路径,希望为内蒙古这样的民族地区文化产业发展提供可参考、可推广的有益范本。

While stepped into the new century, flourishing development of China＇s cultural industry has been arising. The concept of cultural industry in Inner Mongolia began to change from initial level to a new stage of which cultivating market and accelerating development became focus. Ode to Horses, a comprehensive and large-scale performance of horse culture, took the lead in the road of distinctive cultural industry by taking the full advantage of location and national culture and created a new mode of commercialized operation mode of cultural industry in ethnic area. Taking Ode to Horses as an example, this paper will discuss the rudiment of formation path of commercial mode from different perspectives, including customers＇ demand and partners＇ cooperation, etc., and intend to provide a reference and a promotion model of cultural industry development for ethnic areas like Inner Mongolia.