摘要
Subscription(音乐季预售票)是欧美职业交响乐团的核心营销模式,是乐团管理和运营能力的重要体现指标。近20年来,因观众老龄化以及现代人生活方式和娱乐形式的巨大变化,这一模式在欧美遭遇了挑战,但各个乐团不断改革力求突破。而在中国,这一模式并未被广泛应用。本文分析了其中的原因,并以上海交响乐团的音乐季预售票实践为例,探讨职业乐团音乐季的营销模式。
Subscription is the core marketing model of professional orchestras in Europe and the United States,and is an important indicator of the orchestra's management and operational capabilities.In the past two decades,due to the aging of the audience and the great changes in the lifestyle and entertainment forms of modern people,this model has encountered challenges in Europe and the United States,but various orchestras have been reforming and striving for breakthroughs.In China,this model is not widely used.This paper analyses the reasons for this,and takes the practice of subscription of season tickets of Shanghai Symphony Orchestra as an example to discuss the marketing model of professional orchestra's music season.
出处
《艺术管理（中英文）》
2023年第3期124-130,共7页
Journal of Arts Management
关键词
乐团营销
音乐季销售模式
音乐季预售票
上海交响乐团
订阅经济
Orchestra Marketing
Sales Model of Orchestra Season
Subscription
Shanghai Symphony Orchestra
Subscription Economy
