本报告总结了2021年中国演艺市场现状,演艺市场的表现相较于2020年有了大幅提升,但与疫情前的演艺产业规模相比还有明显差距,且因疫情多次反弹市场波动大,剧场生存格外艰难;同时数字技术的成熟强化了线上演艺常态化发展,疫情也刺激了沉浸式演艺、演艺新空间、NFT演艺衍生品等经营模式的不断创新。回顾全球演艺市场,随着演艺机构的演出陆续恢复,全球演艺市场呈复苏迹象。针对线上演艺版权保护难度大、演艺产业数字化缺乏统一的市场标准、演艺贸易数字化盈利能力欠缺、演艺创新不足、优秀演艺品牌缺失等2021年最为突出的中国演艺对外贸易问题,本报告提出构建演艺对外贸易发展体系、加强演艺版权基础建设、为优秀原创演艺产品与服务“破冰”、推动演艺融入大众日常生活、建立演艺对外贸易数字平台、建立专业化人才储备与引进体系六大发展建议,为演艺对外贸易的可持续、规模化发展提供保障,为疫情防控常态化之下中国演艺产业及其对外贸易的存续与恢复提供些许参照。
This report summarizes the current situation of the China’s performing arts market in 2021,the performance of the performing arts market has improved significantly compared with 2020,but there is still a significant gap compared with the market scale before the epidemic,and due to the repeated rebound of the epidemic,the market fluctuations are particularly difficult,and among all market players the theatres faced huge difficulty making a living;at the same time,the development of digital technology has catalyzed the normalization of online performing arts,and the epidemic has also stimulated the innovation of business models such as immersive performing arts and NFT performing arts derivatives. In terms of the global performing arts market,as the market players have gradually resumed,the global performing arts market showing signs of recovery. In view of the difficulty of copyright protection of online performing arts,the lack of unified market standards for the digitization of the performing arts industry,the lack of digital profitability of performing arts trade,and the lack of outstanding performing arts brands in 2021,the most prominent international trade problems in China in 2021,the report proposes to build a international trade development system for performing arts,strengthen the copyright protection mechanism for performing arts,break the ice for qualified original performing arts products and services,promote the integration of performing arts into the daily life of the public,establish a digital platform for international trade in performing arts,and establish a professional talent reserve and introduction system. It provides a guarantee for the sustainable and large-scale development of performing arts international trade,and provides some reference for the survival and recovery of China’s performing arts industry and its international trade.
Keywords: | Cultural TradeMarket of Performing ArtsDigitization of Performing ArtsCopyright of Performing Arts |