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论文编号：	3869
作者编号：	2120092645
上传时间：	2011/11/30 10:43:49
中文题目：	国际高端演艺市场的成功关键因素研究——以太阳马戏团为例
英文题目：	A Research of Key Success Factors for International High-end Performing Arts Market——Illustrated by the Case of Cirque du Soleil
指导老师：	王迎军
中文关键字：	成功关键因素、太阳马戏团、演艺企业、高端演艺市场
英文关键字：	Key Success Factors (KSFs), Cirque du Soleil, Performing Arts Companies, High-end Performing Arts Market
中文摘要：	摘 要 当前中国文化产业占世界文化市场比重仍然非常低。中国在与世界文化强国竞争过程中，缺乏代表性的世界级文化产业集团，为此我国正在大力倡导发展文化产业，提高国家软实力。国际高端演艺市场影响力大、附加值高，然而仅有少数企业在国际高端演艺市场中获得成功。中国演艺企业如果能在国际高端演艺市场中占有更大份额，是向世界传达中国文化价值观、提高中国软实力、增强中国在国际社会影响力的有效途径。 然而中国的演艺企业开始商业化运作晚，进入国际演艺市场时间短，成功企业和成功产品少。为突破这一局面，中国的演艺企业可以通过研究其他成功演艺企业在国际高端演艺市场的成功关键因素，结合自身实际情况，探索出自己的发展道路。 太阳马戏团作为全球顶级演艺集团，白手起家，仅用20年便超过了有一百多年历史的老牌马戏霸主玲玲马戏团，成为世界第一马戏团。本文以太阳马戏团为个案，通过对太阳马戏团在国际高端演艺市场获得成功的实例研究，探讨国际高端演艺市场的成功关键因素，以期对走向国际高端演艺市场的中国演艺企业今后的发展方向有所启示。 本文的研究方法采用产业中领导企业的个案分析法，以太阳马戏团作为研究个案，通过对个案企业的真实情况深入了解，并对个案企业的相关资料进行采集、整理和分析，分别从顾客价值、产业结构和竞争对抗三个角度对太阳马戏团在国际高端演艺市场取得成功的关键因素进行系统化的分析和识别。 第一章为绪论部分，探讨对国际高端演艺市场的成功关键因素的研究意义、研究目的和研究方法。 第二章为太阳马戏团简介和论文相关理论的回顾。在太阳马戏团简介中，介绍了太阳马戏团的历史和现状，以及太阳马戏团的演出特色。在理论回顾中，对于在研究过程中所应用到的一系列理论进行详细介绍，主要包括成功关键因素、价值创新及波特五种力量模型。 从第三章至第五章分别从顾客价值、产业结构和竞争对抗三个角度按章节对太阳马戏团的成功关键因素进行分析与识别。 第三章主要借助顾客需求和价值创新理论从顾客价值角度识别太阳马戏团的成功关键因素。太阳马戏团通过对马戏的价值创新重新定义了马戏的概念，颠覆了长久未变的马戏演出的传统目标市场和传统产业结构。本章分别从以下几个方面讨论了太阳马戏团如何从顾客价值角度重新定义马戏：观众对艺术性的需求、观众对表演形式和内容的需求、观众对演出场地的需求、观众对剧目更新的需求和观众欣赏演出的心理需求。在这一章中，识别出以下几点太阳马戏团的成功关键因素：不断创新、高质量的演艺产品和规模经济。 第四章主要借助波特五种力量模型工具从产业结构角度识别太阳马戏团的成功关键因素。本章分别对高端马戏业的供应方、买方、进入威胁、替代威胁和产业内竞争五个方面的现状进行了分析，并研究了太阳马戏团在这五个方面采取的相应做法。在这一章中，识别出以下几点太阳马戏团的成功关键因素：有效的人才管理方式、高质量的演艺产品、不断创新、对区域市场的选择及演出产品与当地市场的结合、规模经济及全球化战略、有力的市场营销活动、灵活多样的商业运作和高端品牌定位。 第五章主要借助企业的竞争互动和竞争对策的研究方法从竞争对抗角度识别太阳马戏团的成功关键因素。分别从价格—质量竞争、在竞争中为保持领先者地位采取的行动和经营中采用的多种商业运作模式来探讨太阳马戏团在竞争对抗中的做法。在这一章中，识别出以下几点太阳马戏团的成功关键因素：高质量的演艺产品、高端品牌定位、不断创新、规模经济和全球化战略和灵活多样的商业运作。 结论部分将第三章至第五章得出的研究结果进行汇总，总结出国际高端演艺市场的成功关键因素主要包括以下几点：不断创新高质量的演艺产品高端品牌定位灵活多样的商业运作规模经济和全球化战略有效的人才管理对区域市场的选择以及演出产品与当地市场的结合有力的市场营销活动 在全文最后，还为演艺企业在参与国际高端演艺市场竞争时参照以上成功关键因素所需要注意的问题提出建议。通过对太阳马戏团个案的研究，本文认为不断创新、高质量的演艺产品和高端品牌定位是高端演艺企业及其产品能够为顾客所认可的根本原因所在。创新对于高端演艺企业尤为重要，这是由高端演艺产品自身的特性所决定的。但是要在国际高端演艺市场获得成功，仅仅依靠不断创新、高质量的演艺产品和高端品牌定位是远远不够的，演艺企业同时还要重视经营活动中的成功关键因素。演艺企业在以成功关键因素指导生产经营活动的过程中还应当根据自身情况针对当前时期所面临的具体问题各有侧重。当企业采取创新和规模经济的策略时，还要先做好详细调研并对可能出现的情况做出详尽的应对方案，依据自身实力以适当的节奏谨慎推进，防止过度扩张出现的后续力量不足。 本文提出了演艺企业要特别重视创新，尤其是通过价值创新的手段重新定义自身的产业结构，达到改变竞争态势的目的。还提出企业要重视品牌形象的塑造，重视对区域市场的选择，重视人才管理机制的改善、重视以适当的节奏扩张规模。此外演艺企业不仅要关注演艺产品本身，也不能忽视企业的经营运作和对市场的调研；不仅要重视演出的核心业务，也要采取更为灵活的经营模式拓宽收入渠道、降低企业风险。这些建议对于中国演艺企业参与国际高端演艺市场竞争具有参考价值。本文提出的几点国际高端演艺市场的成功关键因素对于高端演艺企业明确未来的发展重点具有一定意义。 关键词：成功关键因素、太阳马戏团、演艺企业、高端演艺市场
英文摘要：	Abstract China’s cultural industries contribute a very low proportion to international cultural market. In the competition with cultural powers, China is lack of representative international cultural groups. Therefore, China is vigorously promoting the development of cultural industries to improve China’s soft power. International high-end performing arts market is featured of high impact and high value-added, but only a small number of enterprises get ahead in international high-end performing arts market. If China’s performing arts companies can hold higher proportion in international high-end performing arts market, that will be more effective to convey Chinese cultural values to world peoples, to improve China's soft power, and to enhance China’s influence in international society. However China’s performing arts companies implement commercial operation late, passed only a short period from entering into international performing arts market, and only a few of China’s performing arts companies and products get success. To change the situation, China’s performing arts companies may research other successful performing arts companies’ key success factors in international high-end performing arts market, then combined with their actual situation, to find out their own development road. As a top performing arts group in the world, the Cirque du Soleil built up from zero. With merely 20 years, it defeated former circus hegemonic power the Ringling Bros., which has more than one hundred years’ history. This thesis takes Cirque du Soleil as a case to study key success factors in international high-end performing arts market and to provide cues to China’s performing arts companies’ orientation of development in international high-end performing arts market. The thesis take industry leader’s case analysis as study method. The study object is Cirque du Soleil. Based on in-depth understanding of the study object’s real situation, and on collection and analysis of relevant data, the research systematically analyses and identifies the Cirque du Soleil’s key success factors in international high-end performing arts market from three aspects: the customer values, the industry structure and the competition. Chapter One is the introduction part. It discusses on the research significance, the research purpose and the research methods of key success factor in international high-end performing arts market. Chapter Two contains brief introduction of Cirque du Soleil and the review of relevant theories. The Cirque du Soleil's history, current situation and its performance characteristics are presented in the brief introduction of Cirque du Soleil. In the part of review of relevant theories, theories applied in the research are introduced in detail, which include the key success factors, the value innovation and the Porter five forces model. From Chapter Three to Chapter Five, Cirque du Soleil's key success factors are analysed and identified from three aspects respectively according to chapters: the customer values, the industry structure and the competition. Chapter Three identifies Cirque du Soleil’s key success factors from the aspect of customer values mainly through the theories of customer requirements and value innovation. The Cirque du Soleil redefined the concept of circus by value innovation, subverted traditional target market and traditional industry structure of circus. This chapter studied how Cirque du Soleil redefined the concept of circus by the aspect of customer values from the following: the customer requirements of artistry, the customer requirements of performance form and content, the customer requirements of performance venues, the customer requirements of new dramas and the customers’ psychological requirements. Following key success factors of Cirque du Soleil are identified in this chapter: continuous innovation, high quality performing products and economies of scale. Chapter Four identifies Cirque du Soleil’s key success factors from the aspect of industry structure mainly with the help of Porter five forces model. In this chapter, high-end circus industry’s suppliers, buyers, threats of entry, threats of substitutes and competition within the industry are analysed, and Cirque du Soleil’s corresponding practices in these five aspects are studied. Following key success factors of Cirque du Soleil are identified in this chapter: effective personnel management, high quality performing products, continuous innovation, the choice of regional markets and the combination of performing products and local market, economies of scale and global strategy, powerful marketing activities, flexible and diversified business operation and high-end brand positioning. Chapter Five identifies Cirque du Soleil’s key success factors from the aspect of competition mainly by the research methods of competitive interactions and competitive counterplans. Cirque du Soleil’s practices in competition are studied from the aspects of the price-quality competition, the actions for keeping leader position in competitions and its diversified business operation modes. Following key success factors of Cirque du Soleil are identified in this chapter: high quality performing products, high-end brand positioning, continuous innovation, economies of scale and global strategy and flexible and diversified business operation. The Conclusion summarised the research results from Chapter Three to Chapter Five, the key success factors in international high-end performing arts market mainly include the following: Continuous innovation High quality performing products High-end brand positioning Flexible and diversified business operation Economies of scale and global strategy Effective personnel management The choice of regional markets and the combination of performing products and local market Powerful marketing activities In the end of the thesis, suggestions for performing arts companies referring to the above key success factors in participation of international high-end performing arts market competition are proposed. From the case study of Cirque du Soleil, continuous innovation, high quality performing products and high-end brand positioning are considered as the root causes of high-end performing arts companies and their products attracting customers. Innovation is extremely important for high-end performing arts companies, which is decided by the characteristics of high-end performing products. However, only depending on continuous innovation, high quality performing products and high-end brand positioning is still far to get success in high-end performing arts market, key success factors in business operation should be attached importance as well. Performing arts companies need to focus on different key success factors in their business operation depending on their own conditions and their current specific problems. If companies apply the activities of innovation and economies of scale, they must make detailed investigation first and consider various response options. The activities should be promoted cautiously in proper pace depending on their power to prevent a follow-up power shortage after excessive expansion. The thesis emphasises performing arts companies should pay special attention to innovation, especially through the means of value innovation to redefine its industrial structure, and to realise the purpose of changing its competitive situation. The author also emphasised performing arts companies must attach great importance to building brand image, to selecting regional markets, to improving personnel management mechanisms and to applying appropriate rhythm of scale expansion. Besides, performing arts companies should pay attention not only to performing products, but also to the business operations and market research; not only to core performing business, but also to diversified business modes for widening income channels and reducing companies’ risk. The suggestions above have certain reference values for China’s performing arts companies competing in international performing arts market. The key success factors in high-end international performing arts market proposed in the thesis have certain significance for high-end performing arts companies confirming their future development priorities. Key words: Key Success Factors (KSFs), Cirque du Soleil, Performing Arts Companies, High-end Performing Arts Market
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