從“印象·劉三姐”看大型實景演出的創(chuàng)意與營銷

文化產(chǎn)業(yè)管理論文編號:WHCY117 論文字數(shù):12171,頁數(shù):15 附任務書,開題報告,外文翻譯,文獻綜述

目錄
緒論 1
一、 大型實景演出的現(xiàn)狀 1
二、 《印象·劉三姐》實景演出的創(chuàng)意和營銷 1
（一） 《印象·劉三姐》實景演出的創(chuàng)意 2
（二）《印象·劉三姐》實景演出的營銷 4
三、國內(nèi)大型實景演出的創(chuàng)意與營銷之路 6
（一）國內(nèi)大型實景演出的成功之處： 6
1. 文化與旅游的結(jié)合，拉動經(jīng)濟的增長 6
2. 實景演出與商業(yè)結(jié)合，實行產(chǎn)業(yè)化運作 6
3. 文化內(nèi)涵的不斷挖掘和元素、演出形式的不斷革新 7
（二）國內(nèi)大型實景演出的不足之處: 7
（三） 新的創(chuàng)意和營銷之路 8
四、結(jié)論 9
致謝 10
參考文獻 11
附錄 13

摘要：近年來，隨著國內(nèi)文化產(chǎn)業(yè)的快速發(fā)展和大眾休閑娛樂意識的增強，旅游文化演藝市場已呈現(xiàn)出強勁的發(fā)展態(tài)勢和良好的發(fā)展前景。不論演出規(guī)模、表演水平，還是資本運作以及專業(yè)人才的發(fā)展正日漸形成一種百花競放的嶄新局面。作為旅游產(chǎn)業(yè)和文化產(chǎn)業(yè)催生出的新興業(yè)態(tài)形式，其自身具備了獨特的發(fā)展特點和作用。旅游演藝產(chǎn)品，尤其是一些大型實景演出，在豐富景區(qū)及旅游地文化內(nèi)涵、提升旅游地品牌形象、完善旅游產(chǎn)品種類、滿足旅游者多元文需求以及提高地方經(jīng)濟與社會效益方面有著不可估量的重要作用；此外，對激活文化演出市場、改革文化演出團體及文化事業(yè)單位的運作機制有著重大意義。因此它已越來越為各地政府、企業(yè)和旅游研究者所重視。在這樣的時代背景下，我們在觀看大型實景演出的同時，更要去發(fā)展創(chuàng)意，更好地做好市場營銷；搞好實景演出的創(chuàng)意和營銷的有機統(tǒng)一。
 關(guān)鍵詞:實景演出；創(chuàng)意； 營銷

ANALYZING THE CREATIVITY AND MARKETING OF LARGE-SCALED SUBJECT-LIVE PERFORMANCES FROM THE”IMPRESSION LIU SANJIE”

 ABSTRACT: In recent years with the rapid development of culture industry and enhancement of people’s recreational consciousness，the market of tourism performing art has appeared driving development situation and favorable developing  foreground. There is brand-new and complexion in scale and level of performing art，operation of capital and development of professionals. As the combination of tourism industry and culture industry，the Live-action Performances industry has special characteristics of development and important effects. Tourism performing art particular for Large-scaled Live-action Performances，plays a very important role in enhancing culture and image of tourism destination，increasing varieties of tourism products，satisfying tourists with all kinds requirement of culture，advancing economical and social benefits of the destination，as well as boosting the further development of cultural performing market and organizations. So the tourism performing art has been valued by domestic governments，enterprises and researchers. in the network rapidly, We are watching the performance of real large-scale, while also going to the development of creative, do a better job of marketing; improve performance of real creativity and marketing of organic unity.
 Keywords: large-scaled live-action performances ;  creativity ; marketing