The Non-profit Performing Arts Groups’ Social-oriented Research

Performing arts groups in our country’s management and operation exists in a complexenvironment: as involved in ideological field, social public welfare organizationsperforming arts groups, a non-profit; As after the conversion of enterprise organizationand participate in market management, its core products marketable. For a nonprofit artperformance group, on the one hand, adhere to art as the center of faith, and face comesfrom the existence of external pressure on the other hand, have to rely on thegovernment’s fiscal and policy support. And cut government subsidies and operatingpressure has become increasingly blurred the boundaries between non-profit andfor-profit arts troupes, non-profit art performance groups began more and more subjectto market economy. It is in this environment, nonprofit art institutions need to redefinetheir identity and mission, to explore the management strategies.In addition, from product orientation, sales orientation and market orientation evolutionstage of development of the three enterprise management theory, also seems to indicatethe marketing is the art for the development of organization. In this new situation, the artorganization’s marketing strategy should be with the change and development of culturaland political environment.This study detailed combing through the marketing theory of western art, found theforeign scholars haven’t solve the problem of a focus of marketing orientation problem, forthe performing arts industry, there are art centered dilemma or take the market as thecenter, in this paper, the problem was analyzed, and the original product orientation, salesorientation, market orientation on the basis of a new perspective of social orientation isput forward. In addition, the performing arts industry in China which facing the plight inthe restructuring, the development of performing arts groups way should stick to theguide, based on the proposed starting from the social orientation of the art marketingideas, emphasize non-profit art performance group in our country should strengthen thebesides artistic dimension, market dimension of third dimension-the political dimensionof management. And through the case study of Shanghai drama center and analysis of thetraditional marketing model, deduce apply to nonprofit social oriented marketing model ofperforming arts groups. To add art marketing theory at the same time, also for China’snon-profit art performance group marketing offers a new train of thought.