【作者】 刘振宇；

【导师】 郁培丽； 陈桂云； 黄祎；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 我国一直在摸索文化演艺团体持续深化体制改革之路。辽宁省共有61家国家文化演艺团体,目前,除仅有辽宁芭蕾舞团、辽宁歌剧院、沈阳京剧院等三个仍保持了事业单位性质的文化演艺团体外,其余58个已进行了合并11个、撤销21个、转企25个、划转1个。2018年7月26日,辽宁省文化演艺集团挂牌成立,始建于1980年的辽宁芭蕾舞团成为成员单位,改制之后的辽宁芭蕾舞团致力于探索新的经营机制,开发可利用社会资源。在此背景下,本文分析“辽芭”市场化经营机制转型案例,研究其决策机制、竞争机制、人才机制、约束机制、激励机制、创新机制、营销机制,总结“辽芭”市场化经营机制转型路径,为文化演艺团体市场化经营提供管理启示。首先,本文概述了市场化经营机制内涵与特征,事业单位市场化经营转型理论依据,事业单位市场化经营转型背景与难点,市场化经营机制主要内容,文化演艺团体市场化经营机制转型趋势。其次,描述了“辽芭”发展历程;市场导向创作《花木兰》,“辽芭”改革破冰;闯入湖南卫视,打造“辽芭”明星团队;协作创新,《铁人》市场合作共赢案例;舞校创佳绩,扩大市场化经营效益,为研究“辽芭”市场化经营转型之路提供了案例素材。再次,分析“辽芭”市场化经营机制转型案例,在决策机制上,“辽芭”坚持走市场化经营的道路;在竞争机制上,“辽芭”的市场意识和品牌意识也在逐步完善,如“芭蕾外交”、打造“芭蕾明星”;在人才机制上,“辽芭”于1994年创办自己的附属舞蹈学校,在整个“辽芭”的演员中,出自这个学校的比例高达95%以上;在激励和约束机制方面,“辽芭”制定和执行了一系列人员结构、选优聘用、竞争上岗,同时实行了“按岗定薪、多劳多得”绩效奖励方法;在创新机制上,“辽芭”一直在不断地创新作品,还对作品表现方式进行了技术创新;在营销机制上,“辽芭”在电视、广播、报纸等传统媒体之外,还建立了新媒体宣传阵式。第四,总结了“辽芭”市场化经营机制转型管理启示,为文化演艺团体,特别是事业单位性质文化演艺团体提供发展方向与策略。最后,总结了“辽芭”市场化经营机制转型研究结论,并对未来进一步研究问题进行展望。更多还原

【Abstract】 China has been groping for cultural performing arts groups to continue to deepen the system reform.At present,liaoning province has a total of 61 national cultural performing arts groups,except liaoning Ballet Troupe,Liaoning Opera House,Shenyang Peking Opera House and three other cultural performing arts groups that still maintain the nature of public institutions,the remaining 58 groups.have been merged 11,cancelled 21,transformed 25 enterprises,and transferred 1.On July 26,2018,Liaoning Provincial Cultural Performing Arts Group was established.Liaoning Ballet,founded in 1980,has become an important part of liaoning Provincial Cultural Performing Arts Group.After restructuring,Liaoning Ballet is committed to exploring new operating mechanism and developing available social resources.In this background,this article analysis the liaoning ballet case market operational mechanism transformation,studies its decision-making mechanism,competition mechanism,talent mechanism,constraint mechanism,incentive mechanism,innovation mechanism,marketing mechanism,summarizes the liaoning ballet market operational mechanism transformation path,market-oriented operation management enlightenment for cultural groups.First of all,this paper summarizes the connotation and characteristics of market-oriented operation mechanism,the theoretical basis of market-oriented operation transformation of public institutions,the background and difficulties of market-oriented operation transformation of public institutions,the main content of market-oriented operation mechanism,and the trend of market-oriented operation mechanism transformation of cultural performing arts groups.Secondly,it describes the development of Liaoning Ballet Company.Market-oriented creation of Mulan,liaoning Ballet Troupe reform to break the ice;Breaking into Hunan SATELLITE TV,creating liaoning Ballet star team;Collaborative innovation,win-win case of "Iron Man" market cooperation;The success of the dance school and the expansion of market-oriented management benefits provide case materials for the study of the way of market-oriented management transformation of Liaoning Ballet Company.Thirdly,the paper analyzes the case of transformation of liaoning Ballet’s market-oriented operation mechanism.In terms of decision-making mechanism,Liaoning Ballet adheres to the market-oriented operation road;In terms of competition mechanism,Liaoning Ballet is gradually improving its market awareness and brand awareness,such as "ballet diplomacy"and creating "ballet star".In terms of talent mechanism,Liaoning Ballet founded its own affiliated dance school in 1994.More than 95%of the dancers of Liaoning Ballet are from this school.In terms of incentive and restraint mechanism,Liaoning Ballet has formulated and implemented a series of personnel structure,selection and employment,competition for positions,and also implemented the performance reward method of "fixed salary according to position,work more and get more".In terms of innovation mechanism,Liaoning Ballet Has been constantly innovating its works and making technological innovations in the way of expression of its works.In terms of marketing mechanism,Liaoning Ballet has also established a new media promotion system in addition to traditional media such as TV,radio and newspapers.Fourthly,it summarizes the inspiration of liaoning Ballet’s market-oriented operation mechanism transformation and management,and provides development direction and strategies for cultural performing arts groups,especially public institutions.Finally,the conclusion of the research on the transformation of "Liaoba" market-oriented operation mechanism is summarized,and the future research issues are prospected.更多还原