지역경쟁력 확보를 위한 문화공연 산업분석

Abstract

The research object region place is Yunnan province which is located in the boarder of southwest China. The districts features of Yunnan’s performing arts industry are presented as follows. Firstly, culture resources are very abundant. Secondly, there are many ethnic ensembles with professionals in 16 states and 129 counties. Thirdly, Yunnan retains the soft power of culture industry through prolonged development with racial peculiarities. The grand original native song & dance medley ‘Dynamic Yunnan’ that was directed by famous artist Yang Liping as the chief director is the first representative sample. The performance caused a new cultural tourism of Yunnan, it found a different way to develop cultural industry from the traditional Chinese cultural industry development way of Beijing or Shanghai. ‘Yunnan Model(government propulsion - social participation - market operating - brand guide)’that is a new way of Yunnan’s culture industry appeared after 2000. The purpose of the paper is for strength of regional compensativeness of Yunnan to find the sustainable cultural industry development model through analyzing the grand original native song & dance medley ‘Dynamic Yunnan’. The paper was composed after collection of Korean-Chinese materials related place marketing and cultural industry. Place marketing means the value of ‘Placeness’. In another words, the place marketing is a strategy of developing rural area and improving the image of the place. It was proposed in th late 1970s. And it contemplated cultural industry of Yunnan while studying Beijing and Shanghai through the cluster theory by Mashall. There are some problems existed by research of the grand original native song & dance medley ‘Yunnan Model(government propulsion - social participation - market operating - brand guide)’ through analyzing the successful case ‘Dynamic Yunnan’ with cultural industry and cluster theory. First, the systematization and professional management are weak. Second, because of the intensify competitiveness of many cultural performance organizations, the problem is to extend and effect to overall cultural industry. Third, the illegal reproduction of cultural industry is a big issue in China. And the income of copyright is very low in China. Also, the originality and creativity is very weak and it is difficult for continuous produce profit. Furthermore, the economy of scale of some characteristic performances could not go on well. At last, some small cultural organizations are unlicensed all over. All of these problems become a obstacle to developing Yunnan cultural industry. Therefore, it suggested a general plan as below. They have to construct infra for guiding consumers to do cultural consumption, although the cultural consumption capacity is influenced by economy development and income. And they should develop more productions and services for consumers who can spend easily. The government should strengthen the market competitiveness and betterment of ticket selling system by policy reform. Shades of Yunnan is an attempt to create a living museum where such traditions can live on for future generations. The ways of old flourished there even very recently. ‘Dynamic Yunnan’ is only a famous successful case of arts industry and have a wide ripple effect. ‘Yunnan Model’ is a new way for strength of regional competitiveness of rural area, but its research is insufficient. In addition, I hope even more that through this native arts you can join into the search for the spirit of the arts and take a new look at developing minority culture in the face of globlization.