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  • Article


  • Tác giả: Nguyễn, Thị Anh Quyên (2022)

  • From 1986 up to now, after 36 years of the comprehensive renovation of socio-economic institutions in Vietnam, institutional reform in the cultural field with more cautious steps took place later compared to institutional reform in the economic field. However, changes in the legal framework for cultural management have had a significant impact on the operation of cultural industries. From a heavily subsidized social institution, Vietnamese culture transformed into cultural industries, although it was still very fragmented, it brought new vitality to the restoration and development of cultural values through the creation and diffusion of these values in the form of cultural products and services. Vietnam's cultural industriesdevelopment is entering a new phase, with both favorable co...

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  • Tác giả: Nguyễn, Thị Anh Quyên (2022)

  • Arts marketing is the inevitable development trend of contemporary society, in the context of international exchanges and integration deepening and the competition in the arts field is becoming more and more intensive. If arts organizations want to successfully carry out marketing activities, they need to have a deep understanding of both theoretical and practical aspects of arts marketing. Theoretically, many researchers have pointed out that the factors impacting and affecting arts marketing include internal environment and external environment factors, in which the important factors are the external environment ones, including: Economic, political and legal factors; Cultural, social and technological factors. The objective of this study is to evaluate the influence of external en...

  • Article


  • Tác giả: Nguyễn, Thị Anh Quyên (2022)

  • With the trend of budget reduction and autonomous operation of arts and cultural organizations, competition in this field to attract audiences is an inevitable trend. This sets out the requirements of marketing activities to bring arts to the audiences and bring the audience to arts, which is, to link arts with the audience; not only achieved the goal of establishing and meeting the audience needs, but also fulfilled the arts and cultural organizations' task of creating arts. There have been many research perspectives on culture and arts marketing in the context of cultural integration and economic development associated with the characteristics of each country and region. In this study, the author approaches, inherits, and develops Rentschler's culture and arts marketing model to b...

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