Research On The Characteristics And Operation Strategy Of Artist Brokerage In Mainland China

With the domestic demand for cultural consumption rising,media technology continues to update,culture and entertainment industry is booming,more and more artists(including the actor,singer,model,anchor,etc.)into the mainstream view,become a public concern social impact,but also bring economic value for the enterprise.The entertainer-broking industry in China starts late and is still in the initial stage of development.There are many problems in the production,market management and brand communication of entertainers.In the new media environment,the competition market for artists is becoming more and more intense,and the operation strategy of artist brokers needs to be further improved.This study is based on the current Chinese social practice needs to carry out in-depth research on the operation and management of artist brokers.Firstly,based on the practice,the author sorts out the three stages of the development of entertainers in the mainland and summarizes the characteristics of each period.In view of the current situation of the artist brokerage industry,we have sorted out six difficulties in development,such as insufficient specialization,inconvenient communication channels,unbalanced distribution of benefits,etc.,which are integrated into the theories of various disciplines,starting from the angle of the characteristics of the artists.Using the cross analysis method,the artist is regarded as the subject of art creation and the object of concern,the commercial product and the media product are considered,and the corresponding characteristics of the artist broker are excavated: humanism,double benefit and brand.Finally,the production strategy of the product is obtained.In order to improve the management level of the business operation of the artist brokerage company and promote the benign development of the artist brokerage industry,the three aspects of the marketing management strategy and the brand communication strategy are expected to be of practical significance.