上海大剧院音乐剧营销战略设计-精选.doc

复旦大学 硕士学位论文 t海大剧院音乐剧营销战略设计 姓名：王昕 申请学位级别：硕士 专业：高级管理人员工商管理 导教师：陆雄文中文摘要 上海已经确定把发展创意产业作为未来催化经济转型的重要战略举措。在此大环 境背景下，属于创意产业范畴的演艺产业，尤其是正在起步的音乐剧格外受到注目。 在《上海文化发展规划（2006-2010)》征求意见稿中，已明确：“扶持发展音乐剧演 艺产业，由上海大剧院艺术中心联手文广集团、上海音乐学院、上海戏剧学院以及英 美著名音乐剧公司组建上海音乐剧中心”。 本文从政治、产业、经济、文化等环境因素，对上海大剧院音乐剧营销回顾以及 内外环境进行分析，指出其目前拥有的政策、资源等优势以及制作薄弱等存在的短板， 在此基础上着力为上海大剧院设计未来的音乐剧营销战略，通过引进世界经典音乐 剧启动中国市场、引进与制作“中???版”同步、“中文版”与本土原创同步，用产业 发展造就城市品牌三个步骤在未来五年内完成音乐剧营销的三个目标；1、实现音乐 剧常年演出；2、确保稳定的上座率以保证演出盈利；3、从引进剧目发展至原创剧目。 围绕营销战略的三个目标，本文提出四个实施的方针，并在营销战略执行中于市场细 分、产品定位、产品促销、票务渠道、价格体制、 周边衍生等九方面进行设计。 关键词：音乐剧、战略营销、上海大剧院 Abstract The creative industry has been confirmed to play a crucial role in the future development of Shanghais economic transformation. Under such background, performing arts，as part of the creative industry, are experiencing a rapid development while musical, as a relatively new performing type in China, is gradually gaining its popularity among the According to the draft version of Shanghm Cultural Development Plan (2006-2010)，” in order to support the development of musicals, a Shanghai Musical Center will set up jointly by Shanghai Grand Theater Arts Center, Shanghai Media Group, Shanghai Conservatory of Music，Shanghai Theater Academy and famous musical companies from UK and US. The article analyzes the Shanghai musical scene which was initiated by Shanghai Grand Theater and its development in recent years from political, industrial, economical and cultural perspectives. It points out both the advantages and disadvantage of Shanghais musical scene development: the favorable policies and resources as well as the lack of production capacity. Based on thorough analysis, a marketing strategy is proposed by the writer to Shanghai Grand Theater in the article. It talks the theater to introduce more overseas musical classics to educate the local market as the first step. The second step is to produce the Chinese versions of the classics and the final aim is to create Chinas original musicds. Three goa