摘要：在外来文化和娱乐多元化的双重夹击下，作为传统文化的代表，浙江越剧受到空前挑战。市场日益萎缩，观众趋向老龄化。传统文化传承发展与浙江构建文化大省的愿景息息相关。
拓展越剧市场，培育越剧观众成为当务之急。 为了走出困境，促使浙江越剧发展，极需引进营销和市场的概念以及职业经纪人机制，剧场也需进一步丰富“市场终端”角色的内涵。政府应在市场化引导下，扮演重要角色，从政策上积极助推越剧可持续发展。
关键词：推陈出新;职业经纪人;拓展越剧市场;培育越剧观众
Reflection and Research on the Expansion of Yue Opera Market in Zhejiang Province
Abstract: Under the dual attack of foreign culture and diversified entertainment, Yue Opera, the representative of traditional culture in Zhejiang, has encountered unprecedented challenges, with its market increasingly shrinking and its audience gradually ageing. The traditional cultural heritage and its development are closely related to Zhejiang government’s project of constructing a culturally strong province, so it has already become a priority to expand the market and develop its audience. In order to help Yue Opera out of its predicament and make it well developed, it is much-needed to introduce the concept of market and marketing as well as the system of professional brokers. The theater also needs to further enrich the role of "terminal market”. The government, guided by marketing, is to play an active and also important role in helping Yue Opera in its sustainable development in the way of making favorable policies.
Keywords: Innovation; professional brokers; expand Yue Opera market; develop Yue Opera audience
目 录
一、引 言 ………………………………………………………………………… 1
二、越剧市场SWOT分析…………………………………………………………… 2
(一) 越剧剧种的优势与劣势………………………………………………… 2
1．锐意改革的创新精神 …………………………………………………… 2
2．深厚丰沃的群众基础 …………………………………………………… 3
3．越剧艺术的局限性 ……………………………………………………… 3
4．剧团体制管理的滞后 …………………………………………………… 3
（二） 越剧市场的机会和威胁………………………………………………… 3
1．精神消费和文化产业发展的需要 ……………………………………… 4
2．民营剧团的兴盛与繁荣 ………………………………………………… 4
3．娱乐方式的多元化 ……………………………………………………… 4
4．从业人员后继乏人……………………………………………………… 4
三、院团要出人出戏 ……………………………………………………………… 5
（一）注重剧本创新 …………………………………………………………… 5
（二）坚持自身特色 …………………………………………………………… 6
（三）推出越剧新人 …………………………………………………………… 6
四、强化职业经纪人机制 推行专业营销策划……………………………………… 7
（一）越剧呼唤“市场营销” ………………………………………………… 7
（二）强化职业经纪人机制 …………………………………………………… 8
（三）抓好营销终端：剧场 …………………………………………………… 10
五、政府加大政策支持 …………………………………………………………… 11
（一）市场培育从娃娃抓起 ……………………………………………………12
（二）注重对青年观众的培养 ………………………………………………… 13
（三）加大对剧场的扶持力度………………………………………………… 13
参考文献 ……………………………………………………………………………14
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