摘要：运用文献资料法、访谈法和逻辑分析法，对南京市舞龙舞狮市场运作的民间艺术与市场经济接轨、民族性与节日性、市场具有周期性、民间自发性向多元化组织自主性转变等特征进行了阐释，对其缺乏既懂龙狮技术又懂市场营销的双栖人材、社会化程度低、市场开发尚处于初级阶段、经营理念落后、市场运作不善、新老队员交替快、龙狮器材更新缺乏资金等制约因素进行深入分析，指出以人为本，加快龙狮表演专业人才的培养；加大龙狮宣传力度，提高龙狮表演社会化程度；制定营销战略，扩大龙狮表演市场份额；加大资金投入，健全龙狮表演市场机制等策略皆能确保南京市舞龙舞狮市场化运作步入良性的、健康的和绿色的发展轨道。
关键词：舞龙舞狮；市场化；运作特征；对策
Abstract: By using the methods of documentation, interviews and logic analysis, the lion dances in nanjing market operation of the folk art and market economic community, nationality and gala, market is cyclical, folk spontaneous to diversify the change of autonomy organization characteristics of interpretation, the lack of both know and understand the market marketing dragon-lion technology of double habitat human-resource, low level of socialization, the market development is still in the primary stage, management concept behind, the market operation, the old and new players not alternating fast, dragon-lion equipment update and lack of capital constraints on the thorough analysis, points out that it is with the person this, to speed up the training of professional talents dragon-lion performance; Increase the dragon-lion propaganda, improve the dragon-lion performance socialization degree; Making marketing strategy, and expand the dragon-lion performance market share; Enlarge fund investment, improve the market mechanism, dragon-lion performance strategy is to ensure that the lion dances in nanjing, the market operation and healthy enters benign and green development track.
Key word: Dragon and lion dance Market Operation characteristics Countermeasure
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