Analysis on the Development and Marketing Strategy of Chinese Classical Music Industry in the New Media Era
Abstract
Classical music, renowned for its cultural and aesthetic value, faces significant challenges in maintaining its popularity in today's fast-paced, technology-driven world. In China, the classical music market is diverse yet fragmented, primarily appealing to an older demographic. This trend is exacerbated by minimal exposure among younger generations, limited classical music education in schools, and scant media coverage, all contributing to declining youth participation. This study evaluates the economic benefits and marketing impact of China's classical music industry, examining various income sources and current marketing strategies used by symphony orchestras and other organizations. By identifying strengths and weaknesses, the study proposes innovative marketing strategies to attract younger audiences and offers practical recommendations to ensure the growth and sustainability of classical music in China. The research acknowledges limitations due to reliance on secondary economic data, suggesting future studies conduct primary research for more precise insights.
References
- X. Wang, Y. Wei, L. Heng, and S. McAdams, “A Cross-Cultural Analysis of the Influence of Timbre on Affect Perception in Western Classical Music and Chinese Music Traditions,” Frontiers in Psychology, vol. 12, Sep. 2021, doi: https://doi.org/10.3389/fpsyg.2021.732865.
- W. Zhang, “Exploring and Listening to Chinese Classical Ensembles in General Music,” General Music Today, vol. 31, no. 1, pp. 26–33, May 2017, doi: https://doi.org/10.1177/1048371317710081.
- H. Yang, A Modernity Set to a Pre-Modern Tune: Classical-Style Poetry of Modern Chinese Writers. BRILL, 2016. Accessed: Jul. 07, 2024. [Online]. Available: https://books.google.co.ke/books?hl=en&lr=&id=ivKcCwAAQBAJ&oi=fnd&pg=PP7&dq=chinese+classical+music+style&ots=neF6RKPP2u&sig=XuO1l2G09mQJopdUfZM7jdRZTiw&redir_esc=y
- L. Jia and Y. Ho-Chung, “Research on the Expression of Nationality in Chinese Piano Music,” Journal of Roi Kaensarn Academi, vol. 9, no. 6, pp. 858–870, Jun. 2024, Accessed: Jul. 07, 2024. [Online]. Available: https://so02.tci-thaijo.org/index.php/JRKSA/article/view/271621
- Z. BAI and W. LI, “The Construction of the Cultural Subjectivity of Chinese Music,” DEStech Transactions on Social Science, Education and Human Science, no. aems, May 2017, doi: https://doi.org/10.12783/dtssehs/aems2017/8288.
- S. Owen, The Making of Early Chinese Classical Poetry. BRILL, 2020. Accessed: Jul. 07, 2024. [Online]. Available: https://books.google.co.ke/books?hl=en&lr=&id=wAD8EAAAQBAJ&oi=fnd&pg=PP3&dq=chinese+classical+music+style&ots=FL2sx-jUWy&sig=WeccNKuksQCmt5uVM4GsdF4zQiM&redir_esc=y#v=onepage&q=chinese%20classical%20music%20style&f=false
- A. Y. H. Fung, “The emerging (national) popular music culture in China,” Inter-Asia Cultural Studies, vol. 8, no. 3, pp. 425–437, Aug. 2010, doi: https://doi.org/10.1080/14649370701393824.
- Y. Hui and J. P. J. Stock, The Oxford Handbook of Music in China and the Chinese Diaspora. Oxford University Press, 2023. Accessed: Jul. 07, 2024. [Online]. Available: https://books.google.co.ke/books?hl=en&lr=&id=rnXYEAAAQBAJ&oi=fnd&pg=PA99&dq=chinese+classical+music+style&ots=CzfQayuA9T&sig=3piBs0vzpXVxhmhukCYjJCqQD2U&redir_esc=y#v=onepage&q=chinese%20classical%20music%20style&f=false
- Q. Wang, “Red songs and the main melody: cultural nationalism and political propaganda in Chinese popular music,” Perfect Beat, vol. 13, no. 2, pp. 127–145, Sep. 2013, doi: https://doi.org/10.1558/prbt.v13.i2.127.
- X. Hu and Y.-H. Yang, “The mood of Chinese Pop music: Representation and recognition,” Journal of the Association for Information Science and Technology, vol. 68, no. 8, pp. 1899–1910, Jun. 2017, doi: https://doi.org/10.1002/asi.23813.
- J. Lam, “Chinese Music and its Globalized Past and Present,” Macalester International, vol. 21, p. 9, 2008, Available: https://digitalcommons.macalester.edu/cgi/viewcontent.cgi?article=1464&context=macintl