公众艺术教育:戏曲市场开拓的实用方法

发布时间：2018-03-25 00:13

本文选题：消费型公众　切入点：艺术营销　出处：《戏曲艺术》2011年03期

【摘要】：如何开拓市场,吸引消费者,使更多人走进戏院和演出场所,成为戏曲艺术的欣赏者,这是摆在许多戏曲表演团体面前的难题。长期以来,艺术营销实践和研究领域大多着眼于如何准确地为戏曲艺术产品进行市场定位,以制作更适应市场需要的剧目、合理地为戏曲演出定价以及推行花样百出的市场推广策略上。然而,与商业领域的传统产品和服务要尽可能迎合消费者需要不同,戏曲艺术作为艺术产品的一种,肩负着引导观众接受或思考艺术所传达的信息并提高自身修养,甚至最终提高整个社会文化品位的特殊使命。因此,在适应当代观众需求的同时更应对公众进行必要的戏曲艺术相关教育,普及戏曲知识,引导和培养公众的欣赏习惯,提高欣赏水平,这是为戏曲艺术开拓市场的最根本最实用方法。
[Abstract]:How to open up the market, attract consumers, make more people go into theatres and places of performance, and become appreciators of opera art, this is a difficult problem in front of many opera performing groups. For a long time, Most of the fields of art marketing practice and research focus on how to accurately position the market for opera art products in order to produce more suitable operas to meet the needs of the market. In terms of pricing opera performances reasonably and promoting them in a variety of ways, however, traditional products and services in the commercial field are as different as possible to meet the needs of consumers, and opera art is a kind of art product. It is a special mission to guide the audience to accept or think about the information conveyed by art and to improve their self-cultivation, and even ultimately to improve the social and cultural taste of the whole society. In order to meet the needs of the contemporary audience, the public should be educated about the art of opera, popularize the knowledge of opera, guide and cultivate the appreciation habits of the public, and improve the appreciation level. This is the most fundamental and practical way to open up the market for opera art.
【作者单位】：中国戏曲学院戏文系;
【分类号】：J124

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