Chinese Opera and the International Market


ISBN : 1480-8986
Publication year : 2018

Chinese Opera and the International Market

In 1983 Elizabeth C. Hirschman published what was to become a classic work on marketing strategies for aesthetic and ideological products. She constructed three circles, with the public in the outer circle, peers and industrial professionals in the middle circle, and artists in the inner circle. She stated that artists may hope or want to reach one or another of the three segments, or even all three at once. In 1994, based on Hirschman’s three segment theory, Francois Colbert proposed that the product-centred marketing process is distinct from the traditional market-centred process of finding consumers who are likely to appreciate the product. Both Hirschman and Colbert offer a conceptual basis for analyzing the arts market. This article reports on a strategic analysis of the international market for Chinese opera based on experimental data. It extends Hirschman’s analysis in several ways: (1) it introduces a quantitative element to support her three-circle classification; (2) it reveals the interactive relationship among the three circles; (3) it builds a potential strategic system for the development of an international market for Chinese opera. The article also offers insights into the Chinese government’s policies on the export of traditional art.