浅谈沈阳演出市场的票务营销

浅谈沈阳演出市场的票务营销(6800字)
   
摘    要

演出票务市场就是演出市场发展现状的风向标，甚至可以说，几乎所有演出的市场化问题都能在票务市场体现出来，票房收入的多少决定了演出成败。特别是近些年来，专业演出票务公司的出现，为演出市场提供了一道靓丽风景，并且逐步成为左右市场的重要力量，虽然票务市场正在进入迅速崛起期，票务营销开始向专业化方向发展，但票务市场还存在很多问题亟待解决，业内人士呼吁演出票务市场要向专业化、良性化发展。本文通过对沈阳票务营销模式研究，首先对沈阳的发展历程进行分析，其次对举办沈阳的意义进行研究，再次对沈阳门票的营销目标进行分析，以及对沈阳门票的营销工作原则进行论述，最后对沈阳门票营销推广策略进行了必要分析。本文通过对沈阳票务营销模式研究进行调查研究，从而对这一市场进行深刻的分析。
关键词：  票务  营销  演出市场
 

Abstract

Perform ticketing is the market performance market development status of the vane, and even can be said, almost all performances of the market problems can be reflected in the ticket market, grossing a number determines the success or failure of performance. Especially in recent years, professional performances ticketing Corporation, as the performance market provides a beautiful landscape, and gradually become the important force to control the market, although the market is entering a period of rapid rise of ticketing, ticket marketing began to specialization way develops, but the ticket market still exist many problems to be solved urgently, called on the industry performance ticket the market wants to specialization, benign development. This article through to the Shanghai World Expo ticket marketing mode research, first of all on the World Expo to the development process of analysis, followed by the hosting of the World Expo the significance to carry on research, again for the Shanghai Expo ticket marketing goals are analyzed, as well as to the Shanghai World Expo ticket marketing principles discussed, finally the Shanghai Expo ticket marketing strategies are analyzed. This article through to the drama" Carmen rotation" ticket marketing mode of investigation and study, to this one market carries on the profound analysis.
Key words: Ticketing; Marketing; Marketing 

目  录
引言1
一、票务营销的市场定位1
二、沈阳票务市场现状分析1
三、沈阳票务市场现存的问题分析2
（一）票务市场“华而不实”难以符合演出市场的需求2
（二）票务市场的经营不足2
（三）“黄牛党”在票务市场中横行霸道3
（四）演出票价存在不正当竞争3
（五）票务公司与演出公司合作方式存在风险3
（六）票务市场中存在售假票的现状4
（七）票务市场白热化竞争4
（八）国内票务市场广告宣传方法落后4
四、如何改善票务销售滞后等现状以及今后的发展方向4
(一) 如何改善票务市场混乱的方法4
1.政府应制定相关条例控制演出市场4
2.整合资源减小，降低演出成本5
3.改善演出经营管理5
4.建立一个统一的票务销售平台5
5.改善广告宣传5
（二）演出票务市场发展走向5
结论6
参考文献7