越剧演出市场现状及其所面对的城市青年观众研究

【外文题名】Research on Current Yue Opera Performance Market and Its Urban Young Audience

【作者】 单丽晶

【关键词】 越剧演出市场 文化产业 市场营销

【外文关键词】 Yue Opera Performance Market;Culture Industry;Marketing

【导师姓名】陈刚

【学位名称】硕士

【学位年度】暂无

【学位授予单位】暂无

【录入时间】2015-02-11

【全文挂接】 读秀挂接

【摘要】海，观众遍布国内海外，是全国第二大剧种。近二十年来，我国经济、文化、社会等方方面面都发生了很大的变化。与越剧、各类戏曲诞生、繁荣的时期相比，市场的宏观环境和微观环境均出现了“转型”，这种状况在城市尤为明显。在人们对精神文化产品的需求日益增长的同时，以越剧演出为代表的戏曲演出行业，却普遍比较衰落，遭遇了市场困境。本文通过问卷法和访谈法等研究方法，获得了越剧演出市场各相关主体的一手资料；通过文献法和案例研究，提供了国内外演出业的经验。着重从文化产业和市场营销学的视角挖掘整理资料，指出了目前越剧演出市场的基本形态；指出了剧目、票价、营销传播是目前越剧演出市场存在困境的部分原因；描述了城市青年观众的需求情况，并尝试性的针对越剧演出市场的部分问题提出了解决的建议。越剧是我国传统文化、民族艺术的组成部分，本文从越剧演出这个细微处入手，希望通过这个“局部”的、“个案”的研究，能折射出我国戏曲演出行业、乃至整个传统文化的市场现状，并对问题的解决提供一点线索。

【外文摘要】Culture industry develops energetically worldwide, and it becomes an economic growth point and even part of national strategy of western developed countries as well as Asian region, such as America and Japan. In China, culture industry is among the burgeoning industries, and it has earned more and more attention from the government since the Reform and Opening-up. Traditional Chinese opera performance is one category of culture industry, and the performance market of Yue opera is a typical one. Yue opera has a history of exactly one hundred years in 2006. It was born in the countryside of Zhejiang province and became mature and widespread in Shanghai. The audience of Yue opera distribute all over China, and even abroad. Yue opera is the opera with the second biggest population of fans in China. During the recent twenty years, economy, culture, and society have changed a lot, compared with the situation when Yue opera and other kinds of traditional Chinese opera appeared and prospered, both the macroscopic and microscopic environment of the market are going through a process of restructuring, especially in urban area . While people’s demands of spiritual products are increasing, Yue opera performance which stands for the traditional Chinese opera performance is declining, undergoing the market predicament. Mainly using the research methods of questionnaire and depth interview, the paper collects the first-hand information of all the subjects which are related to Yue opera performance market. Through literatures and cases, the paper offers the experience of domestic and international performance market. From the perspective of culture industry and marketing, the paper reveals the basic morphology of Yue opera performance, points out the specific problems of the market, and what’s more, describes the urban young audience and the non-audience, and tries to make suggestions to solve several problems in point. Yue opera is part of traditional Chinese culture and ethnic art, and the paper takes it as a representative through which the current market of the entire traditional Chinese opera performance and even traditional Chinese culture may be reflected, and offers a clue to solve the market predicament.