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Lĩnh vực Quản lý Văn hóa, Nghệ thuật

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Duyệt Lĩnh vực Quản lý Văn hóa, Nghệ thuật theo Chủ đề "Arts marketing"

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  • Ấn phẩm
    Factors Affecting Arts Marketing of Theaters in Hanoi, Vietnam
    (2022) Nguyễn, Thị Anh Quyên
    Arts marketing is the inevitable development trend of contemporary society, in the context of international exchanges and integration deepening and the competition in the arts field is becoming more and more intensive. If arts organizations want to successfully carry out marketing activities, they need to have a deep understanding of both theoretical and practical aspects of arts marketing. Theoretically, many researchers have pointed out that the factors impacting and affecting arts marketing include internal environment and external environment factors, in which the important factors are the external environment ones, including: Economic, political and legal factors; Cultural, social and technological factors. The objective of this study is to evaluate the influence of external environmental factors on arts marketing of theaters in Hanoi, Vietnam. The author inherits the above research points and conducts a practical survey for 50 managers and 150 artists of 12 theaters in Hanoi capital, VietnamThe important contribution of the study is shown by the author through the results of testing the scales, analyzing the correlation between the scales and testing the research hypothesis, which is: economic, political, legal factors (EPL) and Cultural, social and technological factors (CST) all have an impact on arts marketing (AM) of theaters in Hanoi, Vietnam. Moreover, Economic, political and legal factors (EPL) have a stronger influence on Arts Marketing (AM). The research results are also meaningful to many Vietnam's arts managers in planning and adjusting policies to achieve results and effectiveness in marketing activities to bring art works to the public; adapting to the market, in line with the movement and development trend of Vietnamese society and international integration.
  • Ấn phẩm
    The impact of marketing on Activities of Vietnam Arts and Cultural Organizations
    (2022) Nguyễn, Thị Anh Quyên
    With the trend of budget reduction and autonomous operation of arts and cultural organizations, competition in this field to attract audiences is an inevitable trend. This sets out the requirements of marketing activities to bring arts to the audiences and bring the audience to arts, which is, to link arts with the audience; not only achieved the goal of establishing and meeting the audience needs, but also fulfilled the arts and cultural organizations' task of creating arts. There have been many research perspectives on culture and arts marketing in the context of cultural integration and economic development associated with the characteristics of each country and region. In this study, the author approaches, inherits, and develops Rentschler's culture and arts marketing model to build a scale and conduct practical research in Hanoi, Vietnam. The survey subjects were identified as art practitioners (artists) with more than 3 years of working experience in 7 theaters in Hanoi. The research was carried out by qualitative method through secondary data collection, combined with the quantitative method through a survey of opinions of 200 artists.