Research On The Development Strategy Of China’s Original Musical Market

With the sustained and healthy development of China’s economy and society,as well as the increasingly active cultural exchanges with foreign countries,people’s living standards and artistic appreciation ability continue to improve,the musical has gradually entered the Chinese people’s vision.How to develop the market of musicals,cultivate professional talents,expand the audience,popularize musicals so that musicals can enter the public life,and then promote the industrialization of original musicals are the important issues facing Chinese musicals at present.Taking Changsha as an example,this study analyzes the development status of Chinese original musicals in Changsha and explores the development strategy of Chinese original musicals suitable for Changsha through the methods of questionnaire survey,in-depth interview,grounded theory and so on.In terms of talent training,colleges and universities are the main channels for talent training,and the cultural industrial park has gradually carried out talent training programs,such as “looking for the lark in the mountain” talent training programs.In terms of production creation,original musical works of Changsha City started in the 1990 s.Although original musical works have been launched continuously,none of them has really entered the market so far.In terms of its industrialization development,culture and entertainment account for a large proportion in the annual consumption expenditure of Changsha residents.Therefore,Changsha has good basic conditions for the industrialization development of original musicals,and the government is also actively creating conditions for the industrialization development.On the whole,Changsha Chinese original musical market is mainly faced with four problems: first,aesthetic acceptance;Secondly,the artistic creation lacks the inside information and "internal force";Third,the industrialization operation degree is low;Fourth,lack of marketing channels.The main reasons for these problems include: lack of development experience;Lack of sound musical market operation ecology;Insufficient policy support;Talent shortage.As China’s original musical theater market is faced with many problems,the influential factors of the development of China’s original musical theater market are clarified through in-depth interviews with relevant practitioners and experts in the industry and grounded analysis of the interview contents.Through three-level coding,three categories are finally determined: marketing(market cultivation,market positioning,marketing mode advancing with The Times),internal causes(talent development and training),and external causes(policies and systems).Finally,based on the research results of the grounded theory and combining with the actual situation of Chinese original musicals in Changsha,the development strategies are proposed from four aspects.First,in terms of talents,the "policies on settling down for professionals and interdisciplinary talents in the field of art" is introduced to attract talents.Establishing the mechanism of "talent co-breeding" to cultivate talents;By holding "talent shows" to select musical talent;Second,in marketing,the audience needs should be understood through market positioning and diversified original musicals should be created.Introducing "early bird tickets" to stimulate ticket buying;Build a "musical one-stop service" We Chat public account platform to provide diversified content;Thirdly,promote industrial linkage development through industrial agglomeration development;Fourth,we should draw lessons from foreign government-led and cross-border cooperation models to develop Chinese original musicals.