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Service-oriented cultural industry: reform and innovation, new vitality 2013-05-07


Recently, the City Performing Arts Group went to Korea to participate in the World Horticultural Exposition, and demonstrated the regional culture of Ningbo with wonderful performances. As the “first crab-eater” in the reform of the cultural system of the city, the Municipal Performing Arts Group has been transformed into a performance in 2012 since it was restructured in September 2003. It has been transformed from a city orchestra with less than 100 people and a performance of less than one million yuan. A large-scale performing arts group with more than 33 million yuan in income, including Jiyue drama, drama, and dance drama. This is a microcosm of the city's service-oriented cultural industry that continuously stimulates vitality through reform and innovation and achieves new leapfrogging. Since its establishment in December 2011, City Performing Arts Group has been full of vitality from boutique creation to public performances, from market development to cultural exchanges: their musical “Call the Sea” won the national “five-one project” The prize; the children's play "Magic snail shell" won the gold medal in the national children's drama outstanding drama exhibition; the drama "Ningbo Big Brother" won the provincial "five one project" award. The “Natural Stage” charity performance brand was launched. The boutique repertoire not only toured in counties (cities), but also sent to troops, enterprises and villages, and held lectures, networking, cultural matching and other activities to enable the masses to be at home. Enjoy the art of elegance. It is also the Ningbo Grand Theatre that tastes the sweetness of reform and innovation. Built in 2004, the Ningbo Grand Theatre is one of the first pilot institutions for cultural system reform in Zhejiang Province. It has been conducting commercial performances for more than 100 times a year for 9 years, with an average annual audience of nearly 100,000 people and an average attendance rate of over 60%. They also changed the business model of passive performances, taking on too much market risk, and exploring the extension of the industrial chain. In 2008, they tried to cooperate with Austrian art companies to invest in the large-scale original musical "Sissi", and conducted two rounds of tours in China. In 2012, the company invested exclusively and leveraged the power of the Shanghai Theatre Academy to create the first local drama "I am in Danshan Chishui" and toured more than 30 games in the Jiangsu, Zhejiang and Shanghai regions, which was highly praised by the industry. The Ningbo Film and Television Cultural Industry Zone has also made great progress through reform and innovation. From the beginning of 2005, Xiangshan Film and Television City began to operate, and by the end of 2010, it expanded to the Ningbo Film and Television Cultural Industry Zone with the film and television city as the core, achieving rapid development. In 2012, Ningbo Film and Television Cultural Industry Zone received a total of 31 filming crews, with a total of 850 days of filming, with a total of 1.5 million visitors, a year-on-year increase of 58%. Ticket revenue increased by 60% year-on-year, and was awarded to China Tourism by the China Tourism Association Leisure Resort Branch. The scenic area leisure innovation award was awarded “Excellent Partner of the Year” by Zhejiang Tourism Distribution Center Alliance, and ranked among the top 100 brands in Ningbo with a value of 1.61 billion yuan. In addition, reform and innovation have also enabled my citizens to carry out the development of museums, and together with the state-owned museums, they have built the spiritual home of Ningbo citizens. The city adopts the method of “National Assistance to the People” to promote the priority of private museums in purchasing government public services, and in cultural exhibitions, cultural tourism marketing, cultural industry development, handicraft exhibitions, participation in cultural festivals and foreign cultural exchanges. Support for cooperation. The private museums also develop their industries through innovative modes such as “collaborative education in the library, interaction between the museum and the museum, and integration of the museum”. At present, there are more than 30 private museums in the city. The direct investment of the buildings and collections exceeds 1.12 billion yuan. In October 2009, Yinzhou District was also named as the “Hometown of Chinese Museum Culture”. While the service culture industry in our city is bigger and stronger, how to further cultivate the art market, let the literary and artistic products better connect with consumers, and at the same time find new breakthroughs, introduce funds to accelerate the pace and promote industrial development, and become the current solution. problem.