宝塚歌剧团与AKB48文化商业模式比较研究

A Comparative Study of Business Model Takarazuka Revue Company and the AKB48

从1998年到2011年,日本流行音乐界经历了长达13年的销售额持续萎缩。直到2012年才实现首次正增长,而增长额中的七成,都来自名为“AKB48”少女偶像组合。AKB48的成功,从根本上可以归结为商业模式创新的成功。这种创新是基于对在日本已经有百余年存在历史的宝塚歌剧团的商业模式进行扬弃而成的。通过对两者商业模式对比及实际运行中出现的问题的研究,可以清楚的认识到一个商业模式要在文化产业界长期立足,不仅需要关注技术层面,更要关注企业文化和人文精神的层面。

From 1998 to 2011,the Japanese pop music industry experienced constant decline in sales for 13 years in a row.It was not until 2012 that the first positive growth was achieved,and 70%of the increase owed to a girls’idol group named“AKB48”.The success of“AKB48”can be attributed to the success of its innovative business model.Such innovation is based on an inheritance and reform of the business model of Takarazuka Revue Company,a Japanese company with a history of more than a hundred years.As clearly indicated by the comparison of the business models of the two and a study on the problems occurred in the actual operation,to keep a long-term foothold in the cultural industry,a business model should not only focus on the technical level,but also emphasize the corporate culture and humanistic spirit.