뉴미디어 시대, 중국국가대극원의 홍보 전략과 해외 공연 예술 교류 가능성

Abstract

China has set the goal of digitizing the cultural industry through official government policies, such as the ‘14th Five-Year Plan’, and in particular, the Chinese performing arts industry has transitioned more rapidly to the new media era as it went through the crisis of pandemic. Under these circumstances, China's leading performing arts institution, ‘National Centre for the Performing Arts’ has actively implemented a brand strategy from the beginning of its establishment, and is promoting exchanges with overseas cultural and artistic institutions by utilizing online platforms and various media. In this regard, this paper focuses on the ability to produce art performances, art marketing through online-platform, and how these elements lead to overseas performing arts exchanges. As a significant partner in the field of performing arts for Korea also, National Centre for the Performing Art has the core capabilities and management methods, especially online marketing strategy, It is believed that this research would provide some useful implications for promoting exchanges in the field in the future. In order to integrate the functions of various online platforms and build its own federation system, the National Center for the Performing Arts launched the ‘Beijing Forum for Performing Arts’ in 2020. This is a step in line with the digitization of national culture and the construction of a cultural database emphasized by the Office of the Office of the State Council of China, and it has enabled more active exchanges with art institutions in other countries through the medium of performing arts. In the future, it is hoped that cultural exchanges with Korean performing arts institutions and collaborative performance, as its achievement, will also be actively carried out with the advantages of the new media era.