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Tendencies of marketing development on market of education services in field of culture and arts

机译：文化艺业教育服务市场营销发展趋势

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The authors reviewed four key questions of the problem: 1) specific characteristics of higher education in the field of culture and arts in modern conditions; 2) current state of the market of higher education services in the field of culture and arts in Russia and abroad; 3) features of marketing in the field of arts and culture; 4) key areas of marketing development on the market of higher education services in the field of culture and arts. Some aspects of development of the global market of higher education services were studied. The results of the expert question, concerning the importance and power of the influence of the instruments of the educational reform of higher education in Russia were obtained. It is shown that education in the field of culture and arts has specific features: 1) general features of professional programs of education; 2) features of educational programs in the types of arts that should be professionally oriented; 3) features of multi-level education in different arts. It is shown that in modern conditions, the issue of marketing or the coordination of the interests of the consumer of education services in the field of culture and arts, and the producer of these services, that is, the educational institution in the field of culture and arts, is becoming especially urgent. It is revealed that marketing in the field of culture and art is a fairly new and insufficiently studied object of research. The study of three key areas of marketing development on the market of higher education services in the field of culture and arts in comparison with the general trends on the education market has been carried out. The first is the growth of marketing costs in connection with the need to develop customer loyalty programs. The second is the problem of choice within the client-oriented strategy. The third is insufficient effectiveness of marketing research in connection with the growth of costs for these studies. It is shown that in these areas, the specific nature of services in the field of culture and art is manifested.
机译：作者审查了问题的四个关键问题：1）现代条件下文化领域高等教育的特定特征; 2）俄罗斯和国外文化与艺术领域的高等教育服务市场现状; 3）艺术与文化领域的营销特征; 4）文化艺术领域高等教育服务市场营销发展的关键领域。研究了全球高等教育服务市场发展的一些方面。获得了专家问题的结果，关于俄罗斯高等教育教育改革的工具的重要性和权力。结果表明，文化领域的教育具有具体的特点：1）教育专业课程的一般特征; 2）专业面向专业的艺术类型的教育计划的特征; 3）不同艺术中多级教育的特征。结果表明，在现代条件下，营销问题或协调文化艺术领域的教育服务消费者的利益，以及这些服务的生产者，即文化领域的教育机构和艺术，正变得特别紧迫。据透露，文化领域的营销是一个相当新的和不充分研究的研究对象。研究了文化与艺术领域营销发展营销发展三个关键领域的研究，与教育市场的总体趋势相比。首先是营销成本的增长与发展客户忠诚度计划的必要性有关。第二是在客户为导向的策略中的选择问题。第三个是与这些研究成本的增长有关的营销研究的有效性不足。结果表明，在这些领域，表现出文化和艺术领域的服务的具体性质。

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