MBA教育中心知识库

摘  要

音乐剧是西方独有的艺术，具有独特的魅力和较宽的受众。音乐剧经过百年的发展涌现了许多经典剧目。我国的音乐剧产业起步较晚，发展过程中存在着许多困难和问题。从全国普遍的音乐剧发展现状来看，基本都存在营销策略不足和落后，以及机械式地效仿国外营销模式的情况。营销策略对企业的发展至关重要，它关系到企业未来的发展前景，也关系到企业的收益。

本文以四川省炬美奥世文化传播公司（以下简称为“炬美奥世”）作为研究对象，炬美奥世是一家一体化的综合性文化传播公司，音乐剧的打造是其主要业务之一。由于内外因素的影响，近年来其生存面临诸多问题。随着公司业务量增多，市场的扩展以及人们对文化作品的品类和质量要求的提高，现有的市场营销策略已不能够完全支撑公司的发展。企业的营销策略会对企业未来的发展产生重要影响，此外也会对该区域大众的精神文化生活产生一定的影响，甚至会影响到该区域文化的发展进程。本文认为炬美奥世音乐剧的营销策略必须应该与现行的市场需求相契合，结合企业实际的发展情况与时代发展的需求进行改进与创新。

本文的研究目的是希望通过理论研究和现状分析，了解目前市场的一种现状，怎样的市场营销策略才能够打动和促使观众和消费者来选择我们的音乐剧。本文研究方法采用了文献研究法、对比研究法和问卷调查法三种。本文的研究思路为：第一、研究音乐剧发展历程，客观介绍音乐剧，研究国内外音乐剧典型案例的成功经验，对比总结音乐剧市场营销的典型模式；第二、对炬美奥世进行营销环境分析，包含宏观环境分析和微观环境分析；第三、对企业开展竞争分析，以及企业内部资源和外部环境的分析，说明企业面临的机遇和挑战；第四、炬美奥世音乐剧营销策略研究，找出音乐剧市场营销策略现存问题，利用4P营销理论组建适合炬美奥世音乐剧市场营销策略的改进。

希望通过对炬美奥世音乐剧营销策略的研究，能使得炬美奥世找准艺术与商业之间的结合点，能够帮助到其后续开展市场营销工作取得突破性的进展，以及对音乐剧市场的促进和对其他相关产业做营销策略研究时提供借鉴意义。

Abstract

Musical is a unique western art with unique charm and wide audience. After a hundred years of development, many classical plays have emerged in the musical theater. China's musical industry started late, there are many difficulties and problems in the development process. Judging from the current situation of the development of musicals in China, there are insufficient and backward marketing strategies and mechanically imitating foreign marketing models. Marketing strategy is very important to the development of enterprises, it is related to the future development prospects of enterprises, but also related to the profits of enterprises.

This paper takes Sichuan Jumeiaoshi Cultural Communication Company (hereinafter referred to as "Jumeiaoshi") as the research object. Jumeiaoshi is an integrated and comprehensive cultural communication company, and the building of musical is one of its main businesses. Due to the influence of internal and external factors, its survival has faced many problems in recent years. With the expansion company's business, the expansion of the market and people's higher requirements on the categories and quality of cultural works, the existing marketing strategy has been hard to fully support the development of the company. The marketing strategy of the enterprise will have an important impact on the future development of the enterprise, in addition, it will also have a certain impact on the spiritual and cultural life of the public in the region, and even affect the development process of the culture in the region. This paper holds that the marketing strategy of Jumeiosi Musical must be in line with the current market demand, and it should be improved and innovated in combination with the actual development situation of the enterprise and the needs of the development of The Times.

The research purpose of this paper is to understand the current situation of the market through theoretical research and status analysis, and what kind of marketing strategy can impress and encourage audiences and consumers to choose our musical. This paper adopts three research methods: literature study, comparative study and questionnaires  survey.The research ideas of this paper are divided into four parts: First, study the development history of musicals, objectively introduce musicals, study the successful experience of typical cases of musicals at home and abroad, and compare and summarize the typical marketing models of musicals; Second, the marketing environment analysis, including the macro environment analysis, micro environment analysis; Third, carry out competitive analysis on the enterprise, the analysis of the internal resources of the enterprise and the external environment, and explain the opportunities and challenges faced by the enterprise; Fourth, through the musical marketing strategy research, find out the musical marketing strategy to deal with existing problems, using 4P marketing theory to establish effective marketing strategies for Torch Beauty’s cases.

It is hoped that through the research on the marketing strategy of Jumeiaoshi Musical, it can make Jumeiaoshi identify the joint point between art and business, help to make breakthrough progress in its follow-up marketing work, and provide reference for the promotion of the musical market and other related industries to do marketing strategy research.