摘要
观众拓展的核心任务是增加现有观众出席频率,吸引潜在观众观看演出、参加活动。英美两个全球戏剧业发达国家注重戏剧观众拓展,拓展手段多样,拓展活动多元,且戏剧艺术教育常态化。进入新时代的上海戏剧表演团体和机构,应当看到自身在观众拓展方面的不足,通过打造优质戏剧产品、广泛传递演出信息、设计优惠购票方案并方便购票及提供配套服务吸引潜在的外国、外省市观众群体,通过开展戏剧教育及戏剧艺术活动、制定合理的戏票价格、设计新颖独特的节目、推出戏剧礼券吸引潜在的本地观众,同时推出预售票制度及其他优惠措施,提供优质服务、优质节目来建立稳定的现有观众群体。
The core strategy to develop theatre audiences is increasing the attendance rate of existing audiences, attracting potential audiences to the theatre, and involving them in various activities. In Britain and the United States, where the theatre industry has been well developed,much attention is paid to audience development, with diversified development methods and activities as well as the constant maintenance of efforts in drama education. In the new era,Shanghai theatrical performing groups and institutions ought to face their weaknesses in audience development. They could attract potential foreign and out-of-province audiences by making highquality drama productions, enhancing publicity, designing discount vouchers, providing better ticketing services, and offering supporting services. To establish a stable existing audience, it is also advisable to develop drama education and drama activities, formulate reasonable pricing policies, and design novel and unique performances. Meanwhile, drama coupons can be introduced to attract potential local audiences. Pre-ticketing systems and other special deals may be used to provide high-quality services and attractive programs.
出处
《戏剧艺术》
CSSCI
北大核心
2019年第2期133-141,共9页
Theatre Arts
基金
上海市教委科研创新重点项目"中外戏剧产业经营管理研究"
项目编号:14ZS130
关键词
观众拓展
观众拓展策略
戏剧观众
新时代
audience development
audience development strategy
theatre audience
the new era
