摘要
IP舞台剧的兴起与“粉丝经济”有极大的关系。在“粉丝经济”背景下,IP自带知名度和强号召力,有利于舞台剧的宣传和营销,同时还有潜在的转化价值,有利于降低投资风险,提高回报率。但“粉丝经济”与IP舞台剧的艺术质量及舞台剧市场本身也存在着天然的矛盾。精品化制作、品牌化运营是化解彼此矛盾并最大限度利用“粉丝经济”、推动IP舞台剧可持续发展的不二选择。
The rise of IP stage plays has a great relationship with fan economy. In the context of fan economy, IP comes with its own visibility and strong appeal, which is conducive to the promotion and marketing of stage plays, but also has potential conversion value, which is conducive to reducing investment risk and improving the rate of return. But there is also a natural contradiction between the fan economy and the artistic quality of the IP stage play and the stage drama market itself. Boutique production, brand operation is the optimal choice to resolve contradictions, maximize the use of fan economy, and promote the sustainable development of IP stage drama.
作者
刘筠梅
Liu Yunmei(College of Arts and Culture Management, Inner Mongolia Arts University, Hohhot, China)
出处
《文化软实力研究》
2019年第3期56-63,共8页
Studies on Cultural Soft Power
