武汉新兴文化产业发展策略研究——以汉秀剧场和武汉万达电影乐园的文化消费为基础的考察

Research on the Development Strategy of Wuhan's Emerging Cultural Industries——Based on Observing the Cultural Consumption of Han Show Theatre and Wanda Movie Park

以汉秀剧场与武汉万达电影乐园为代表的武汉新兴文化产业,其发展过程中的成就与问题,值得认真总结。根据对消费者的实地调查,可以发现这两家企业并没有取得预期的成功,其中有武汉文化消费市场不够成熟等客观原因,但更多的可能是企业的文化内涵建设、产品定位、营销策略等主观方面的原因。如何根据消费者的需要,有针对性地提升文化产业的文化内涵,精准产品与宣传定位,引导市民的消费习惯,扩充消费群体,对推进武汉新兴文化产业健康快速发展,具有重要的指导意义。

The achievements and problems in the development of emerging cultural industries in Wuhan represented by Han Show Theatre and Wanda Movie Park need to be summarized. A field survey of the consumers finds that these two en-terprises have failed to reach their desired success. There might be some objective reasons such as the immature Wuhanmarket for cultural consumption,but subjectively the enterprises may have problems in their cultural connotation con-struction,product positioning,and marketing strategy. It is,therefore,crucial for a sound and quick development ofWuhan's emerging cultural industries that these enterprises enhance their cultural connotation,target their productionand promotion at the consumer's need,and guide citizens' consumption habits so as to expand the consumer groups.