从“印象·刘三姐”看大型实景演出的创意与营销

论文编号:WHCY117 论文字数:12171,页数:15 附任务书,开题报告,外文翻译,文献综述

摘要：近年来，随着国内文化产业的快速发展和大众休闲娱乐意识的增强，旅游文化演艺市场已呈现出强劲的发展态势和良好的发展前景。不论演出规模、表演水平，还是资本运作以及专业人才的发展正日渐形成一种百花竞放的崭新局面。作为旅游产业和文化产业催生出的新兴业态形式，其自身具备了独特的发展特点和作用。旅游演艺产品，尤其是一些大型实景演出，在丰富景区及旅游地文化内涵、提升旅游地品牌形象、完善旅游产品种类、满足旅游者多元文需求以及提高地方经济与社会效益方面有着不可估量的重要作用；此外，对激活文化演出市场、改革文化演出团体及文化事业单位的运作机制有着重大意义。因此它已越来越为各地政府、企业和旅游研究者所重视。在这样的时代背景下，我们在观看大型实景演出的同时，更要去发展创意，更好地做好市场营销；搞好实景演出的创意和营销的有机统一。
 关键词:实景演出；创意； 营销

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
 

目录
绪论 1
一、 大型实景演出的现状 1
二、 《印象·刘三姐》实景演出的创意和营销 1
（一） 《印象·刘三姐》实景演出的创意 2
（二）《印象·刘三姐》实景演出的营销 4
三、国内大型实景演出的创意与营销之路 6
（一）国内大型实景演出的成功之处： 6
1. 文化与旅游的结合，拉动经济的增长 6
2. 实景演出与商业结合，实行产业化运作 6
3. 文化内涵的不断挖掘和元素、演出形式的不断革新 7
（二）国内大型实景演出的不足之处: 7
（三） 新的创意和营销之路 8
四、结论 9
致谢 10
参考文献 11
附录 13