数字化建设背景下营销在舞蹈艺术中的应用探讨  

Discussion on the Application of Marketing in Dance Art under the Background of Digital Construction

作　　者：蔡知霖 CAI Zhi-lin(Lancaster University,Lancashire LA14YW,UK)

机构地区：[1]兰卡斯特大学,英国兰开夏郡LA14YW

出　　处：《江苏商论》2023年第5期10-13,共4页Jiangsu Commercial Forum

摘　　要：舞蹈艺术源远流长,特别是到了数字时代,更多的群体被舞蹈艺术吸引的同时又对舞蹈提出新的需求。一方面,舞蹈艺术本身的价值得到大众认可,他们渴望学习舞蹈艺术。另一方面,新的需求对舞蹈艺术价值本身的发展和传递提出了新的要求。在这种相互作用的影响下,营销成为连接二者的价值传递中介。本文通过对数字化建设,特别是新媒体发展带来的变化以及舞蹈艺术与人之间的关系探讨,再对舞蹈在新媒体上应用较好的案例进行分析,最后给出营销应用建议。The art of dance has a long history,especially in the digital era,when more groups are attracted by the art of dance,they also put forward new demands for dance.On the one hand,the value of dance art itself has been recognized by the public,who are eager to learn dance art.On the other hand,the new demands put forward new requirements for the development and transmission of the value of dance art itself.Under the influence of this interaction,marketing has become the value transmission intermediary connecting the two.This paper discusses the changes brought about by digital construction,especially the development of new media,and the relationship between dance art and people,and then analyzes the case of better application of dance in new media,and finally gives some marketing application suggestions.

关 键 词：舞蹈艺术 数字化建设 新媒体 营销应用 

分 类 号：F71[经济管理—产业经济]