在京外国人中国艺术消费习惯调研报告

Research Report on Arts Consumption Customs of Foreigners in Beijing

根据1 076份在京外国人关于中国艺术消费的偏好和习惯调查问卷的数据,书画、戏曲是外国人认为最具有代表性的中国艺术形式,而书画和电影是他们最常参与的中国艺术活动类型及主要消费内容。除了教育背景(学历、艺术教育)之外,工作背景(职业、艺术工作)对外国人是否参与中国艺术活动及其消费偏好有着直接的影响。此外,外国人在中国居住时间长短、教育背景和工作背景等因素对个体艺术消费行为可能产生渐进性影响和对群体消费行为产生互动性影响。中国艺术应对外传播细分受众,找准核心目标受众,通过院校教育系统和职业发展渠道培养更多潜在受众。

Statistics provided by 1 076 copies of questionnaires about arts consumption customs of foreigners in Beijing shows that calligraphy, Chinese paintings and traditional Chinese opera are considered to be characteristic of Chinese arts, while calligraphy and Chinese paintings as well as movie-going are the most frequently engaged Chinese arts. Besides e- ducation background, namely diploma and art education received ,occupation bears directly on the way foreigners take part in Chinese arts activities and consumption. Education background, occupation as well as the time staying in China exerts influence on foreigners＇ arts consumption customs as individuals as well as a group. Specification of target audience facili- tates international communications of Chinese arts, which can be realized through education in both institutions of higher learning and vocational institutions.