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摘要：音乐剧于20世纪初最早诞生于英国，却在美国兴盛起来，“大熔炉”般的文化环境使音乐剧得到了更大的发展。此后的二十年的，音乐剧不仅整合了多种艺术形式和表达方式，更融合了地域文化、民族文化，呈现出一种全新的文化价值取向而在世界各地受到强烈追捧。在随后发展的百年里，欧洲各国也不断创作出众多经典音乐剧。如《剧院魅影》、《妈妈咪呀》、《猫》等等。而后，当音乐剧进入中国市场，一直受到学术界的关注。音乐剧作为现代流行文化的产物，更是在越来越大的程度上影响并改变着现代中国人的艺术审美观念以及文化消费方式，也在潜移默化地改变着整个城市的文化品位。目前国内的音乐剧运营主要是通过西方引进，辅以国内原创的模式。本文研究的目的是西方音乐剧在我国的本土化市场发展问题以及未来的市场营销策略。首先研究分析了音乐剧在本土市场的发展现状与存在的问题；其次运用典型案例予以验证。最后对我国音乐剧产业的前景进行了展望并提出了未来营销策略的建议。27825
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毕业论文关键词：音乐剧；本土化市场；营销策略
The research on local market development and future marketing strategy of musical drama
Abstract:The musical drama was first born in England in the beginning of 20th century, but was flourished in America, the culture environment like “ melting pot” has made it more developed. In the next twenty years, the musical dramas were strongly pursued around the world because they not only integrated a variety of art forms and expressions but also mixed regional culture, national culture together, showing a new cultural value orientation. During the next hundred years, European countries were also constantly created many classic musical dramas, for example: 《Phantom of the opera》、《Mamma Mia》、《Cats》and etc.Then, when the musical drama entered into Chinese market, it has been attracting the attention of academia. Musical drama as a product of modern popular culture is increasing the degree of influence and change of modern Chinese art aesthetic concept and mode of culture consumption, also subtly changing the cultural quality of the whole city. At present, the mode of domestic musical operation is mainly through the introduction of the west, supplemented by the domestic original.The purpose of this article is to research the local development of western musical dramas in Chinese market and marketing strategy in the future. First of all, the research analyzes the development situation and the existing problems of the musical dramas in local market; secondly, the use of a typical case to verify my analyze. Finally, to forecast the prospects of musical industry in China and put forward some suggestions of future marketing strategy.
Keywords: musical drama; local market; marketing strategy
目 录
一、绪论 1
（一）研究目的 1
（二）研究背景 2
（三）研究方法 4
二、音乐剧的概念和特点 5
（一）音乐剧概况 5
（三）音乐剧的特点 5
三、音乐剧在本土市场的发展现状与存在的问题 6
（一）我国音乐剧的发展现状 6
（二）国内对于音乐剧产业的重视程度相对不高 6
（三）音乐剧演出票价水平偏高 7
（四）音乐剧产业各环节专业人才比较短缺 8
（五）缺乏符合市场需求的精品原创音乐剧剧目 8
（751）音乐剧观众群体有待进一步培养 8
四、音乐剧本土成功个案分析 9
（一）《狮子王》——上海大剧院 9
（二）中文版《妈妈咪呀》——亚洲联创 10
五、我国音乐剧产业前景展望以及未来营销策略的建议 13
（一）我国音乐剧产业未来前景展望 13