The Investigation On Consumption Of Fine Art Performance In Chengdu

Fine art is also called Serious art、classical. art、pure art, it is a part of elite culture, it is in the deep structure of human culture and can be explained iritergenerationally to achieve new meaning and teaching. Fine art reflects the human spirit to beyond life. Fine art performance is fine art show or play in the fine art Venues. The gross annual value of Chinese culture industry in2012is over four thousand billion yuan. But the difference of cultural consumption in areas and provinces is obvious. The purpose of the study is to understand consumer demand of fine art performance,analyze influencing factors and give suggestion to consumer demand of fine art performance based on the investigation of consumers in Chengdu.The essay contains seven chapters which are:Chapter one is introduction. It introduces the background, the purpose and meaning, study and statistical methods, the article structureChapter two reviews the relative literatures which cards domestic and foreign literatures and do some analysis thoroughly. This paper first introduces the research of three foreign scholars, Bernstein thinks that the marketing must follow consumers change based on the understanding of the consumer and market survey. While the Kotlet starts from the theoretical framework of marketing, the innovation is that will be applied to the field of dramatic art marketing theory, to find the particularity of consumers, and then put forward the art theater&group must take new marketing means according to the particularity of the consumer.Another survey was carried out by Eckman of the University of California, the purpose of the investigation is to verify the effect of word of mouth marketing for the performance in campuses.Next, this paper introduces three kinds of domestic scholars’research of fine arts. The first study is the market survey for market conditions in an area of fine art. The second research is the marketing strategy of some types of fine art from the marketing point of view. The third research is to explore the fine art venues’business model, marketing strategy, business model.Chapter three is questionnaire design and hypothesis testing, In questionnaire design, the paper designed questions about consumption level, consumption structure, consumption pattern of fine art performance. At the same time, the questionnaire fully absorb the domestic and foreign scholar’s research results, the factors in the literatures into two kinds of fusion in the questionnaire:the first is the fine art performance decision characteristics of consumers, the second is the fine art performance consumer satisfaction, In hypothesis testing part, the paper introduces the basic principle of the test method.Chapter four is the analysis of influencing factors of fine art consumption (a).The paper first introduce statistical results, then makes a basic analysis of the data, chi square test, cross analysis, drawn influencing factors of fine art consumption in part, and summarized.Chapter five is the analysis of influencing factors of fine art consumption (b). This article first summarizes the theory of consumer society,and effect of the theory to consumption of China’s fine art. Then this article summarizes the culture field theory, and effect of cultural field to China’s fine art consumption.Chapter six is conclusions and suggestions. In the conclusion part, according to chi square test and cross analysis, the article sums up the impact of personal information of fine arts in consumer demand. At the same time, the consumption society is an important social environment to fine art performance and culture field is an important cultural environment to fine art performance. In the suggestion part, this paper gives suggestions to the government, the fine art venues, fine art theatres and groups, consumers separately to promote the fine art consumption.Chapter seven is the problems and prospects of the paper. The author summarizes three deficiencies to continue to do further research.