摘 要
古琴，又名瑶琴、玉琴、七弦琴，有着三千多年的历史，在中国汉代乐器中有着崇高地位，是“琴棋书画”之首，是高雅的代表，深受文人雅士的喜爱。随着2003年11月,古琴被联合国教科文组织列为“世界非物质文化遗产”。2006年5月20日，国务院将古琴列入第1批国家级非物质文化遗产名录。2008年8月8日，北京奥运会开幕式上，陈雷激先生独奏一曲《广陵散》，正式将古琴推向世界舞台，使越来越多的人关注和参与到古琴文化活动中。
本文首先简单介绍了此前学者对古琴的研究方向和成果，其次介绍了北京“钧天坊”古琴的概况和出口现状。通过对北京市“钧天坊”创始人王鹏老师、销售主管彬老师、钧天坊下属琴馆度一学堂馆主杨老师、著名古琴教师张霭玲的访谈；以及对“北美琴社”进行访谈。分析我国古琴出口中存在的问题，
通过笔者调研发现北京“钧天坊”古琴出口现状发展良好，但是对未来发展存在很多隐患，出口市场过于集中，大量低价古琴琴厂涌出，“钧天坊”古琴不具备价格优势。运输费用高，古琴受众群体少，需要继续推动古琴在域外的发展。本文对北京市“钧天坊”古琴出口现状探究其原因并找出对策。
关键词：古琴；钧天坊；古琴出口现状
Abstract
Guqin, also known as Yao Qin, jade harp and lyre, with more than 3000 years of history, in a Han Chinese musical instrument has a lofty position is “piano, chess, calligraphy and painting”, is representative of the elegant, deeply loved by the literati. As of November 2003, guqin was listed by UNESCO as “world intangible cultural heritage”. In May 20, 2006, the State Council will Guqin included in the first batch of national intangible cultural heritage. On August 8, 2008, the Beijing Olympic Games will be the opening ceremony, Chen Lei excited Mr. solo song “Guanglingsan” formally Guqin onto the world stage, make more and more people pay attention to and participate in the activities of Guqin culture.
In this paper, we firstly introduce the previously scholars of the Guqin research direction and achievement, followed by the introduction of the general situation and export status quo of guqin, “Jun Tian Fang” Beijing. Through interviews of Beijing “Juntian square Founder Teacher Wang, sales manager Miss teacher, Jun square days under the piano museum is a school hall Lord young teacher, the famous guqin teacher Zhang Ailing and on the” North American Qin society “interviews. Analysis of the existing problems in the export of Chinese guqin,
Through the study, the author found Beijing “Jun Tian Fang” Guqin export situation development good, but the future development exists many hidden dangers, the export market is too concentrated, poured out of a large number of low-cost Guqin Qin factory, “Jun square days” Guqin does not have price advantage. The high cost of transportation, guqin audience, need to continue to promote the development of Guqin in foreign countries. In this paper, the city of Beijing juntian Fang Qin export situation to explore the reasons and find out countermeasures.
Keywords：Guqin Jun Tian Fang The export situation of Guqin
目 录
一、绪论………………………………………………………. 1
（一）研究背景…………………………………………………. 1
1、行业背景……………………………………………………. 1
2、企业背景……………………………………………………. 2
（二）研究的理论基础及文献综述…………………………………… 4
1、论文的理论基础………………………………………………. 4
2、文献综述……………………………………………………. 5
（三）研究的目的及意义………………………………………….. 5
（四）研究的内容和方法………………………………………….. 5
1、研究的思路和内容…………………………………………….. 5
2、研究方法……………………………………………………. 6
二、北京市钧天坊古琴概况………………………………………… 7
（一）企业概况…………………………………………………. 7
（二）生产状况…………………………………………………. 7
三、北京市钧天坊古琴出口现状研究…………………………………. 8
（一）北京市钧天坊古琴出口概况…………………………………… 8
（二）北京市钧天坊古琴出口现状…………………………………… 8
1、出口契机……………………………………………………. 8
2、出口名称、量、额、类别、价格………………………………….. 8
3、出口国别……………………………………………………. 9
4、出口市场…………………………………………………… 10
四、古琴出口竞争力分析…………………………………………. 11
（一）古琴生产要素…………………………………………….. 11
（二）古琴的需求条件：挑剔需求………………………………….. 11
（三）古琴的相关支持产业……………………………………….. 12
（四）企业战略和竞争对手……………………………………….. 12
（五）政府和机遇………………………………………………. 12
五、北京市钧天坊古琴出口存在问题………………………………… 13
（一）出口市场集中…………………………………………….. 13
（二）其他企业的低价冲击……………………………………….. 13
（三）运输费用高………………………………………………. 13
（四）古琴受众群体少…………………………………………… 13
六、对策与建议………………………………………………… 14
（一）寻找合作伙伴扩大古琴市场………………………………….. 14
（二）提高创新意识推行品牌战略………………………………….. 14
（三）寻求新型运输模式…………………………………………. 14
（四）建立古琴境外传播协会并加以扶持…………………………….. 14
结论…………………………………………………………. 15
参考文献……………………………………………………… 16
致谢…………………………………………………………. 17
附录1 访谈提纲………………………………………………… 18
附录2 访谈记录………………………………………………… 20
