摘要
摘要
从总体上看，艺术文化产业产品具有精神文化属性，既要满足大众的精神文化需求，
又要具有社会效应和价值。剧院是城市艺术文化产业的重要组成部分，它要求经营者在
市场上经营，既要完成社会主义精神文化传播的任务，又要取得可观的经济效益。随着
我国经济的稳步发展，改变剧院依靠补贴进行运营的改革时机，出现在政府和剧院管理
者面前。
本文分析的对象是华南地区首屈一指的专业剧院 GOH剧院。本文首先说明了研究
背景及意义。在我国剧院的运营主要依靠政府补贴的背景下，以 GOH剧院“零编制，零
补贴”的市场化运营策略进行研究，对国内剧院市场化改革有着重大的示范意义。然后
运用现代企业制度理论为理论基础，对剧院市场化运营策略的现状展开分析，结合
SWOT模型，梳理了 GOH剧院宏观运营环境、行业环境，总结了剧院市场化运营策略
存在的问题及原因。接下来，针对现存问题给予具体的优化措施，重点在转变演出项目
引进思路、降低票价和演出成本、改进票务销售渠道和销售方式、提升宣传力度和人员
专业能力这几个方面，并从人才培养和多元化运营两方面，规划了运营策略的保障措施。
在论文总结部分，分析了剧院运营策略优化过程中存在的问题和展望。
希望通过本人在 GOH剧院工作的亲身经历，结合剧院市场化运营策略的研究，为
国内其他剧院在文化体制改革过程中，提供科学的参照。
关键词：GOH剧院；市场化；运营分析；优化策略
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西北大学硕士学位论文
Abstract
With t On the whole, the products of art and culture industry have spiritual and cultural
attributes, which should not only meet the spiritual and cultural needs of the public, but also
have social effects and values. Theater is an important part of urban art and culture industry. It
requires operators to operate in the market, not only to complete the task of socialist spiritual
and cultural communication, but also to achieve considerable economic benefits. With the
steady development of China's economy, the reform opportunity to change the operation of
theaters relying on subsidies appears in front of the government and theater managers.
The object of this paper is Guangzhou Grand Theater, the leading professional theater in
South China. The author first explains the research background and significance. Under the
background that the operation of theatres in China mainly depends on government subsidies,
the research on the market-oriented operation strategy of "zero establishment, zero subsidy"
of Guangzhou Grand Theater has great demonstration significance for the market-oriented
reform of domestic theatres. Then, based on the theory of modern enterprise system, this
paper analyzes the current situation of theater market-oriented operation strategy, combs the
macro operation environment and industry environment of Guangzhou Grand Theater
combined with SWOT model, and summarizes the problems and reasons of theater
market-oriented operation strategy. Next, specific optimization measures are given for the
existing problems, focusing on changing the introduction ideas of performance projects,
reducing ticket prices and performance costs, improving ticket sales channels and sales
methods, improving publicity and personnel professional ability, and planning the guarantee
measures of operation strategy from the two aspects of talent training and diversified
operation. In the summary part of the paper, it analyzes the problems and prospects in the
process of theater operation strategy optimization.
The author hopes to provide a scientific reference for other domestic theaters in the process of
cultural system reform through his personal experience in Guangzhou Grand Theater and the
research of theater market-oriented operation strategy.
Keywords: Guangzhou Grand Theater; marketization; operation analysis; optimization
strategy
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