关于音乐艺术市场营销策略中的观众拓展.docVIP

TOC \o 1-3 \h \z \u [中文摘要] 3 [ ABSTRACT] 4 1.为什么要有观众 5 1.1观众定义以及观众对表演艺术的意义 5 1.2观众的分类 5 1.3观众的消费心理简述 6 2.怎样拓展观众 6 2.1观众拓展的定义 6 2.2观众拓展的意义 7 2.3观众拓展中安索夫矩阵模型的运用 8 2.3.1演奏音乐会的观众拓展（这里主要分析票务，宣传角度） 9 3.观众推动艺术市场的发展 10 结论 10 参考书目 10 [中文摘要] 艺术教育一向被认为是吸引更多未来艺术观众的灵丹妙药。每当谈及艺术市场的萎缩，必然有人指出这是学校不重视艺术教育的结果；进而认为拓展观众是一项长远的工作。所以近年来国外很多的艺术机构纷纷推出针对儿童和青少年所特别设计的节目，安排表演者到学校、社区表演，并主办教育活动，尝试培养新观众，是扥更多的市民公民懂得欣赏艺术。但是由于我国情况相对复杂，高雅的艺术观众只属于少数人群，这不单单只是兴趣与缺乏欣赏能力的问题，光是那高昂的票价就使得许多有兴趣的市民望而却步了。因此，本文主要以介绍观众拓展的目的和意义，以及拓展观众的方式，同时阐述拓展观众能够促进音乐市场的发展，从而实现长远的艺术目的进行探讨 [关键字]观众拓展；艺术教育；艺术市场 [ ABSTRACT] Art education has always been considered to be a panacea to attract more future arts audience. When it comes to the atrophy of the art market, inevitably someone pointed out that schools do not attach importance to the result of art education; thus broaden the audience is a long-term work. So many foreign art institutions in recent years have been offering programs specially designed for children and adolescents, arrangements for performers to schools, community performances, and host educational activities, try to cultivate a new audience the Alto more public citizens to appreciate the arts. But our situation is relatively complex, elegant art audience only minority populations, is not alone, interest and a lack of appreciation of the problem, that high fares alone makes discouraged many interested citizens. Therefore, this paper is mainly to introduce the purpose and significance of audience development, as well as to expand the audience, also explained to broaden the audience to be able to promote the development of the music market, in order to achieve long-term artistic purpose to explore Keywords：Audience Development; Arts Education; Art Market 1.为什么要有观众 首先何为观众？对于音乐艺术市场来说为什么要有观众呢？观众对于音乐市场又有什么样的意义呢？那么根据以下几点的介绍，可以为大家解释明白这个问题。 1.1观众定义以及观众对表演艺术的意义 观众，是指观看节目，表演的人，是艺术表演的参与和接受者，也是某种意义上艺术产品存在和传播的决定者。 音乐艺术市场营销以满足观众需求，作为营销出发点和归宿，准确