演出演出主辦單位在原創演出項目運作中除了應注意產品發展不同階段的特點外，還應注意運用經營策略
A、項目開發前應做到方向準、信息靈、成本低、動作快ABD
詳見《演出經紀人培訓教材》P88——演出產品生命周期不同階段的主要特點
(1)在項目發生期做到方向準、信息靈、成本低、動作快;
(2)演出項目發展階段要加大宣傳推廣力度，增加演出場次;
(3)進入成熟期后，演出場次相對穩定，改進提高藝術質量，必要時降低出場費，以贏得更多的訂單;
(4)進入衰退期時，不要再盲目追加投入，應該盡快轉換市場。
Urbancongestionwouldgreatlyberelievedifthe____chargedonpublictransportweremorereasonable.
PASSAGETWO
(1)TheNobelsaretheoriginals,ofcourse.AlfredNobel,themanwhoinventeddeadlyexplosives,decidedtotryanddosomethinggoodwithallthemoneyheearned,andgaveprizestopeoplewhomadeprogressinliterature,science,economicsand—perhapsmostimportantly—peace.
(2)NotallrewardsareasnobleastheNobels.Eventhoughmostcountrieshaveasystemofrecognizing,honoringandrewardingpeoplewhohavedonesomethinggoodintheircountries,therearenowhundredsofawardsandawardceremoniesforallkindsofthings.
(3)TheOscarsareprobablythemostfamous,atimeforthe(mostly)Americanfilmindustrytotellitselfhowgooditisandanannualopportunityforlotsofbigstarstogiveeachotherawardsandmaketearfulspeeches.AswellasthattherearealsotheGoldenGlobes,evidentlyforthesamething.
(4)Butit’snotonlyfilms---therearealsoGrammies,Brits,theMercuryPrizeandtheMTVformusic.InBritain,awriterwhowinstheBookerPrizecanexpecttoseetheirdifficult,literarynovelhitthebestsellerlistsandcompetewiththeDaVinciCodeforpopularity.TheTurnerPrizeisanawardforBritishcontemporaryartists—eachyearitcausescontroversybyapparentlygivinglotsofmoneytoartistswhodothingslikedisplayingtheirbeds,puttinganimalsinglasscasesor—thisyear—buildingagardenshed.
(5)Awardsdon’tonlyexistforarts.TherearenowawardsforSportsPersonalityoftheYear,forEuropeanFootballeroftheYearandWorldFootballeroftheYear.Thisseemsverystrange—sometimesawardscanbegoodtogiverecognitiontopeoplewhodeserveit,ortohelppeoplewhodon’tmakealotofmoneycarryontheirworkwithoutworryingaboutfinances,butprofessionalsoccerplayersthesedayscertainlyaren’tshortofcash!
(6)Manysmalltownsandcommunitiesallovertheworldalsohavetheirownawardceremonies,forlocalwritersorartists,orjustforpeoplewhohavegraduatedfromhighschoolor,gotauniversitydegree.EventheBritishCouncilhasitsownawardsfor“InnovationinEnglishLanguageTeaching”.
(7)Whyhavealltheseawardsandceremoniesappearedrecently?Shakespeareneverwonaprize, nordidLeonardoDaVinciorAdamSmithorCharlesDickens.
(8)Itwouldbepossibletosay,however,thatinthepast,scientistsandartistscouldwin“patronageformrichpeople”—akingoralordwouldgivetheartistsorscientistsmoneytohavethempainttheirpalacesorhelpthemdevelopnewwaysofmakingmoney.Withthechangeinsocialsystemsacrosstheworld,thisnolongerhappens.Alotofscientificresearchisnoweitherfundedbythestateorbyprivatecompanies.
(9)Perhapsawardceremoniesarejustthemostrecentphaseofthisprocess.
(10)However,thereismoretoitthanthat.WhenafilmwinsanOscar,manymorepeoplewillgoandseeit,orbuytheDVD.WhenawriterwinstheNobelPrize,manymorepeoplebuytheirbooks.WhenagroupwinstheMTVawards,theceremonyisseenbyhundredsofthousandsofpeopleacrosstheworld.Theresult?Thegroupsellslotsmorerecords.(11)Mostawardceremoniesarenowsponsoredbybigorganizationsorcompanies.Thismeansthatitisnotonlythepersonwhowinstheawardwhobenefits---butalsothesponsors.TheMTVawards,forexample,aregreatforpublicizingnotonlymusic,butalsoMTVitself!
(12)Onthesurface,itseemstobea“Win-win”situation,witheveryonebeinghappy,butletmeaskyouaquestion—howfardoyouthinkthatpublicityandmarketingarewinninghere,andhowmuchgenuinerecognitionofachievementistakingplace?
1.Whatistheauthor’stonewhenhementionsawardssuchastheOscars,theGoldenGlobesand
Grammies(Paras.3&4)
A.Amused.
B.Appreciative.
C.Sarcastic.
D.Serious.
2.AccordingtoPara.4,whatwouldhappentoawardwinningwriters?
A.Theywouldenjoyamuchlargerreadership.
B.Theywouldturntopopularnovelwriting.
C.Theywouldcontinuenon-fictionwriting.
D.Theywouldtrycontroversialformsofart.
3.WhichofthefollowingstatementsbestsumsupPara.6?
A.Awardsceremoniesareheldforlocalpeople.
B.Awardsceremoniesareheldonimportantoccasions.
C.Awardsceremoniesareheldincertainprofessions.
D.Awardsceremoniesareheldforallsortsofreasons.
4.AccordingtoPara.8,onedifferencebetweenscientistsandartistsinthepastandthoseatpresent
liesin_____________.
A.natureofwork
B.personalcontact
C.sourceoffunding
D.socialstatus
5.ItcanbeconcludedfromPara.12thattheauthorthinksawards________.
A.promotemarketratherthanachievements
B.dogoodtobothmarketandpopularity
C.helpthosewhoarereallytalented
D.areeffectiveinmakingpeoplepopular
Allofuswouldhaveenjoyedthepartymuchmoreifthere_____quitesuchacrowdofpeoplethere.
Theauthortellsusinparagraph4________.
翻譯：
中國位于亞洲東部，是世界上人口最多的國家。中國是世界四大文明古國之一，擁有大量的中華文化光輝的古跡，此外，中國地大物博，擁有茂密的森林、雄偉壯麗的瀑布、秀麗的湖泊以及如利劍直插云霄的山峰，所有這些都令世界各國人民神往。但是，更重要的是，中國以擁有五千多年的歷史而自豪，遺留下無數的歷史文物，其中包括珍貴珠寶、古跡名勝、宮殿及數不盡的雄偉建筑，令人驚嘆不已。這種種原因都促使中國成為許多人夢寐以求的旅游勝地。
