中国演艺市场发展报告图书
Market Development Report of Chinese Performing Arts (Chinese and English Version)
[内容简介] 本书向海内外呈现“十二五”这一中国文化产业发展的重要时期内中国演艺市场的发展变迁历程，并对2016年中国演艺产业和演艺对外贸易的发展情况进行梳理和深入剖析。书中包括“十二五”期间中国演艺产业发展概况、2016年中国演艺市场发展特点及对外贸易特点、2016年中国演艺业对外贸易亟待破解的问题、促进中国演艺对外贸易的建议，不仅为相关学术研究积累了丰富的资料，为有关企业部门了解市场提供了条件，而且为外国人了解中国演艺市场创造了便利。
后记
Preface
第一部分
“十二五”期间演艺产业发展概况
一 营业规模不断增长
（一）演艺机构数量显著上升
（二）演出场次波动中攀升
（三）观众人次持续增加
二 从业人员规模扩大
三 固定资产投资明显增长
四 演艺企业利润波动中增长
（一）演出市场总体经济规模略有起伏
（二）演出票房收入结构性波动
（三）艺术表演团体与剧场收入占比不均
第二部分
2016年中国演艺市场发展报告
一 2016年中国演艺市场发展特点
（一）演艺市场效益连续增长
（二）各类演出发展独具特色
1.音乐类演出
（1）音乐会
（2）演唱会
（3）音乐节
2.舞蹈类演出
（1）中国舞蹈海外市场开拓良好，国际合作紧密
（2）国内观众接受度低制约舞蹈市场发展，观众培养需渗透渐进
3.戏剧类演出
（1）话剧
（2）戏曲
（3）儿童剧
4.曲艺杂技类演出
（1）曲艺创新开拓市场
（2）杂技发展遭遇瓶颈
5.旅游演出、娱乐演出
（1）旅游演出
（2）演艺场馆娱乐演出
（三）演艺院团与剧场经营优化
1.院团现代化管理制度逐步建立
2.剧场自营演出增加，业态优化
（四）演出经纪机构活跃
1.以IP为核心的版权运营收入增长，泛娱乐化布局初现
2.小众艺人演出项目系列化“捆绑”运营
（五）政府扶持方式转变
（六）演艺与互联网双向融合
（七）资本逐渐涌入演艺市场
1.资本入驻演艺市场相对缓慢
2.二级票务平台受资本青睐
3.演出资金来源逐步成熟，众筹成为新兴亮点
（八）中国演艺市场整合速度加快
1.主体业务多元拓展
2.演艺市场跨界融合凸显
二 2016年中国演艺市场对外贸易特点
（一）各地演艺市场联系日益紧密
（二）演艺进口助推演艺出口
（三）演艺出口贸易增长
1.出口额增长
2.出口以剧目输出贸易为主导
（四）演艺院团自主“走出去”意愿强烈
（五）大型文化交流项目寻求市场转型
（六）海外演艺版权投融资增加
（七）国家级演艺贸易服务平台建立
（八）文化基金推动演艺对外贸易
三 2016年中国演艺业对外贸易亟待破解的问题
（一）系统的统计评估体系亟待建立
（二）优秀演艺品牌缺失，院团国际化被动发展
（三）现代企业制度不完善
（四）外向型演艺经营管理人才仍然匮乏
（五）演艺行业融资环境不完善
四 促进中国演艺对外贸易的建议
（一）打造中国特色世界驰名院团
1.政府政策与市场有效对接
2.构建中国特色国家荣誉制度
3.着力打造多元市场主体
4.丰富演艺产品和服务的贸易模式
（二）寻求院团体制机制创新
（三）构建科学的演艺院团统计与评估体系
（四）加强与“一带一路”沿线国家演艺贸易往来
（五）演艺院团“走出去”借力文化交流
（六）优化演艺产业的投融资体系
（七）完善演艺创作与国际经营管理人才培养机制
第三部分 附录
附录一 国家文化发展国际战略学术服务综合体
一 概述
二 主要工作内容与成果
（一）文化“走出去”理论的探索者与构建者
（二）文化“走出去”实践的学术先行者
（三）政府决策咨询的建议者和推动者
（四）人才培养模式创新的领航者
1.推动交叉学科国际文化贸易硕士专业建设
2.引领国际联合人才培养模式
3.创新政产学研联动的培养机制
4.培育文化贸易人才成长新常态
（五）文化遗产传承与发展的护航者
1.共同组建“京剧传承与发展（国际）研究中心”
2.正本清源京剧英译，奠基对外贸易品牌
3.编撰多语种百部经典，扎实传承推广步伐
4.搭建文化遗产传承平台，推进京剧国际传播
5.举办机制化高端论坛，助力京剧海内外市场开拓
（六）产业贸易促进的倡导者和服务者
1.为文化企业搭建信誉平台
2.为文化企业提供人才培训
三 面向未来
附录二 中国演出行业协会
一 中国演出行业协会简介
二 中国演出行业协会下设分支机构
（一）中国演出行业协会剧场委员会
（二）中国演出行业协会小剧场戏剧专业委员会
（三）中国演出行业协会音乐剧专业委员会
（四）中国演出行业协会演员经纪人联盟
（五）中国演出行业协会网络表演（直播）分会
附录三 国家数字内容贸易服务平台
一 平台行业地位
二 平台功能
三 平台领先优势
（一）成熟的“在线云服务”应用平台
1.制作双方项目接洽
2.资金结算流程
3.项目制作流程
（二）全新的数字监理体系
（三）以安全为核心的资金保障、数据资产管理机制
（四）以创意保值增值为核心IP孵化机制
四 平台主要业绩
（一）4K数字胶片修复项目
（二）动画类项目
（三）影视特效类项目
（四）数字制片项目
Part Ⅰ
Overview on China’s Development in the Industry of Performing Arts during the 12th Five-Year (2011-2015)
1. A Continuous Growth in Business Scale
1.1 A Marked Increase in Performing Arts Troupes
1.2 A Fluctuating Rise of Performances
1.3 A Continuous Growth on Audiences
2. An Expansion of Employees Scale
3. A Soar/Remarkable Growth of Investment in fixed assets
4. A Fluctuating Growth of the Profits of Performing Arts Enterprises
4.1 A Slight Fluctuation of the Total Economic Scale of the Performing Arts Market
4.2 A Structural fluctuation of the Box Offices of Performing Arts Performances
4.3 An Inequality of Incomes between Performing Arts Troupes and Theaters
Part Ⅱ
The Report of the 2016 China’s Performing Arts Market
1. The Features of the Development of China’s Performing Arts Market
1.1 The Constant Growth of the Profits of Performing Arts Market
1.2 Distinct features of Different Performances
1.2.1 Musical Performances
1.2.1.1 Concerts
1.2.1.2 Vocal Concerts
1.2.1.3 Movie Festival
1.2.2 Dancing Performances
1.2.2.1 China has well explored an overseas dancing market with close international cooperation.
1.2.2.2 The low acceptance of Chinese audiences inhibits the development of the market of dancing performances. So there is a need to cultivate audiences for dancing performances step by step.
1.2.3 Theaters
1.2.3.1 Stage Plays
1.2.3.2 Chinese Traditional Opera
1.2.3.3 Children’s Drama
1.2.4 Chinese folk art and acrobatics performance
1.2.4.1 The innovation of Chinese folk art expands the market.
1.2.4.2 The development of acrobatics hits a bottleneck.
1.2.5 Tourism performances and entertainment shows
1.2.5.1 Tourism performances
1.2.5.2 Entertainment shows
1.3 Performing theaters and groups optimize their arrangement.
1.3.1 Modern management system for theatres and groups has been established gradually.
1.3.2 Self-run performances in theatres increase. Status of industry is optimized.
1.4 Performing arts agencies flourish.
1.4.1 The IP-orientated copyright income boosts and the excessive entertainment structure emerges.
1.4.2 The niche artists’ performances and programs are co-operated in series.
1.5 Government transforms its supporting patterns.
1.6 Performing arts develop with the Internet.
1.7 The capital begins to flow into performing arts market.
1.7.1 The capital invests relatively slow into performing arts market.
1.7.2 Second-tier ticket platforms are favored by capital.
1.7.3 The resource of performance fund grows mature and crowd-funding becomes a highlight.
1.8 The integration of China’s performing arts market speeds up.
1.8.1 The main business expands diversely.
1.8.2 The cross-integration in performing arts market stands out.
2. Characteristics of China’s Performing Arts Market’s Foreign Trade in 2016
2.1 Performing arts markets share a closer tie.
2.2 The import of performing arts industry propels its export.
2.3 Performances’ export goes up.
2.3.1 Increase in the export
2.3.2 The export is dominated by play-output trading.
2.4 Performing theatres and groups long for opportunities of “going global”.
2.5 Large-scale Cultural Exchange Programs Seeking Market Transition
2.6 Increasing Investment and Financing in the Copyright of Overseas Performing Arts
2.7 Establishment of National Performing Arts Trade Service Platform
2.8 Cultural Funds Promoting the Foreign Trade of Performing Arts
3. Urgent Problems to be Solved in the Foreign Trade of Performing Arts in China in 2016
3.1 Urgent Need to Establish a Systematic Statistical Evaluation System
3.2 Lack of Excellent Performing Arts Brands and Passive Internationalization for Performing Theaters and Groups
3.3 Imperfect Modern Enterprise System
3.4 Lack of Foreign-Oriented Management Personnel for Performing Arts
3.5 Imperfect Financing Environment for Performing Arts
4. Advice for Promoting the Foreign Trade of China’s Performing Arts
4.1 Building World-Renowned Theaters and Groups with Chinese Characteristics
4.1.1 Effective Connection between Policy and Market.
4.1.2 Establishment of the National Honor System with Chinese Characteristics.
4.1.3 Exerting Effort to Build Diversified Market Entities.
4.1.4 Enriching the Trade Pattern of Performance Products and Services.
4.2 Seeking Innovation for Mechanism of Theaters and Groups
4.3 Constructing a Scientific Statistical Evaluation System for Performing Theaters and Groups
4.4 Boosting Trade of Performing Arts with Countries along B&R
4.5 “Going Global” of Performing Theaters and Groups to Help Cultural Exchange
4.6 Optimizing the Investment and Financing System for Performing Arts Industry
4.7 Improving the Talents Training Mechanism for Performing Arts Creation and International Operation and Management
Part Ⅲ Appendix
Appendix Ⅰ Academic Synthesis of National Cultural Development
1. Brief Introduction
2. Main Work Contents and Results
2.1 Explorer and Architect of Theory on “Culture Going Global”
2.2 Pioneer of “Culture Going Global”
2.3 Advisor and Promoter of Governments’ Decisions
2.4 Director of Innovative Cultivation of Talents
2.4.1 Establishment of Cross-subject Master Project on International Cultural Trade
2.4.2 Co-education Model that Leads the World
2.4.3 Education with Policy Makers, Industry Participants, Scholars and Researchers
2.4.4 A New Normal for the Education of Cultural Trade Talents
2.5 Escorting the Inheritance and Development of Cultural Heritage
2.5.1 Co-establishment of “International Research Center for Jingju Heritage”
2.5.2 Clarifying the English Translation of Jingju, Setting up a Brand for International Cultural Trade
2.5.3 Compiling One Hundred Classics in Different Languages for Inheritance and Promotion
2.5.4 Establishing Platform for Cultural inheritance and for international promotion of Jingju
2.5.5 Organizing High-end Forum for the Expansion of Jingju Market at Home and Abroad
2.6 The Advocate and Provider of Industrial Trade Promotion
2.6.1 Establishment of Trust Platform for Cultural Enterprises
2.6.2 Provider of Intellectual Training for Cultural Enterprises
3. To the Future
Appendix Ⅱ China Association of Performing Arts
1. Introduction
2. The branches of China Association of Performing Arts
2.1 Theatre committee
2.2 Drama Committee for Small Theatres
2.3 Music Drama Committee
2.4 Agents Alliance
2.5 Online Performance (live) Association
Appendix Ⅲ National Digital Content Trade Service Platform
1. The Status of the Platform in the Industry
2. Functions of the Platform:
3. Advantages of the Platform
3.1 Mature Application Platform for “Online Cloud Services”
3.1.1 Project Liaison between both Sides of Production
3.1.2 Funds Settlement Procedure
3.1.3 Production
3.2 New Digital Supervision System
3.3 Funds Ensuring and Digital Property Management Mechanism Cored with Security
3.4 IP Incubation Mechanism Cored with the Value Preservation and Increase of Creative Ideas
4. Major Achievements of the Platform
4.1 Project of 4K Digital Film Repair
4.2 Projects of Cartoons and Animations
4.3 Projects of Special Effects
4.4 Projects of Digital Production
Postscript
序言
