중국 첼로 예술의 대중화를 위한 홍보마케팅 및 발전 전략 연구 = A Study on Publicity Marketing and Development Strategy for Popularization of Cello Arts in China

다국어 초록 (Multilingual Abstract)

With the continuous strengthening of China’s comprehensive national power and the growing confidence in cultural identity, classical music is gradually gaining broader attention in the public sphere. As a key instrument in the Western string family, the cello, with its rich, warm tone and expressive emotional capabilities, has gradually entered the Chinese music education system and public cultural life. However, the popularization of cello art in China still faces several practical challenges, such as high learning costs, uneven distribution of educational resources, and limited dissemination channels. How to leverage the new cultural ecology and technological environment to effectively promote cello art has become an urgent issue.
This thesis systematically explores the popularization strategy of cello art in China and is structured into seven chapters. It begins by tracing the historical transmission of the cello in China, from its early exposure in the Qing dynasty court, through the initial establishment of educational structures during the Republic of China period, to the formation of professional conservatory systems after the founding of the People’s Republic. Through case studies and literature review, the study points out that although significant progress has been made in terms of educational institutions, faculty development, and performance standards, there remains a clear gap in the social acceptance and mass accessibility of the cello in contemporary China.
In Chapter Four, “Promotion Models and Social Impact,” the research expands the analytical framework to include cultural policy, public education, nonprofit engagement, and interdisciplinary communication, assessing the cello’s role and potential in public cultural services. In Chapter Five, a comprehensive SWOT analysis is applied to evaluate the ecology of cello dissemination in China from four dimensions: strengths, weaknesses, opportunities, and threats. The strengths lie in sustained governmental investment in cultural education and the rise of a new generation of Chinese cellists who are internationally competitive. Weaknesses include the high entry threshold for learning the cello, regional disparities in teaching resources, and a lack of systematic mass communication mechanisms. Opportunities are found in the rise of new media platforms, the development of digital technologies, and the boom in cross-cultural collaboration, all of which provide unprecedented dissemination space. Threats come from the fast-consumption tendency of mainstream cultural markets and the dominance of more popular instruments, which together limit the cello’s visibility and development room.
To respond to these challenges, the thesis proposes a diversified dissemination strategy. This includes optimizing traditional music education systems, integrating live performances with educational practice, strengthening the role of local cultural centers and public service platforms, enhancing platforms for youth competitions and events, and building innovative content frameworks tailored to the new media environment. Specifically, it recommends leveraging social media, short videos, livestreams, KOL (Key Opinion Leader) influence, and collaboration with MCN (Multi-Channel Network) institutions to create a cello-centered content ecosystem that enhances audience reach and user engagement. Institutions, professional associations, and performers are encouraged to co-develop content with digital platforms to achieve professionalized and systematic dissemination.
The thesis also highlights the importance of market-oriented and brand-based pathways in ensuring the sustainable development of cello art. By analyzing representative branding collaborations both domestically and abroad (such as Nana Ouyang with Seiko and Yo-Yo Ma with Apple), it advocates for the construction of a multi- dimensional promotion model that combines performance, cultural creativity, and new consumer trends. This model aims to enhance the cultural identity and market appeal of cello art by integrating youth culture and urban branding.
In Chapter Six, through a comparative study of the cello dissemination models in countries such as Germany, France, the United Kingdom, the United States, and Canada, the thesis distills actionable insights in areas such as education systems, youth support mechanisms, and public engagement strategies. These findings serve as practical reference points for building a localized and culturally appropriate Chinese model. The thesis recommends that China adopt a development approach centered on “systematic training + diversified platforms + digital integration,” forming a cello dissemination model aligned with local cultural contexts and audience structures.
Finally, the study emphasizes that the popularization of cello art is not only an enhancement of music education but also a crucial component of national cultural soft power. From the perspective of arts management, it proposes a three-dimensional communication model based on “audience-centered, content-driven, and platform-supported” principles. It advocates for a shift from professional circle-based dissemination to broader public recognition. Furthermore, it underscores the need for policy support and public cultural service system construction. Through coordinated efforts led by government agencies, social participation, and platform collaboration, the sustainable dissemination and revitalization of cello art in China can be effectively realized.

목차 (Table of Contents)

• Ⅰ.서론 1
• 1. 문제제기 및 연구목적 1
• 2. 선행연구 검토 5
• 3. 연구 방법과 혁신점 11
• Ⅱ. 중국에서의 첼로 예술 역사적 전파 및 발전 19
• 1. 중국에서의 첼로 기원 및 민국 시기의 초보적 발전(1711년~1949년) 19
• 2. 신중국 설립 초기와 문화대혁명(文化大革命) 특별 시기의 첼로 예술 발전(1949년~1976년) 34
• 3. 문화대혁명 이후 첼로 예술의 재발전(1979년~2010년) 40
• Ⅲ. 중국 첼로 예술의 전파 경로 및 보급 방식과 사회적 영향 45
• 1. 중국 첼로 예술의 전파 경로 45
• 2. 보급 방식과 사회적 영향 67
• IV. 국제 경험과 중국 첼로 예술의 미래 발전 86
• 1. 유럽 및 미국 국가의 첼로 전파 모델 참고 사례 86
• 2. 중국에 주는 국제 경험의 현실적 시사점 97
• 3. 미래를 향한 중국 첼로 발전 방향 105
• V. 신시대 첼로 예술의 대중화 확산 전략 분석 118
• 1. 전통적 보급 모델(Model)의 최적화 118
• 2. 상황(SWOT) 분석 128
• 3. 상황 분석에 따른 전략 135
• VI. 결론 148
• 1. 결론 148
• 2. 향후 연구 제안 151
• 참고문헌 153