公益性表演團體經營策略之研究-以清韻合唱團為例

摘要本研究為瞭解公益性演出對表演團體經營策略之影響，旨在理出清韻現有的各項運作模式與特色，研究目的：1、探討出清韻組織宗旨使命與現有的經營方式。2、針對清韻團隊所處內外環境，以『SWOT』模式分析對組織經營之影響。3、研究出清韻組織運作具備的特質因素，規劃可永續發展的經營策略模式。4、研究結果，可提供其他表演藝術團體在規劃長期參與公益演出時，組織經營策略之參考。透過清韻團員進行深度訪談，長期擔任表演志工的社福機構訪談，長期提供演出場地的負責人訪談之資料整理，採質性研究「個案研究法」，針對清韻的團隊運作特性，理出屬於清韻團隊經營的各項運作模式，並以團隊特質進行探討與分析。研究發現如下：1、清韻有定位清楚的組織宗旨。2、公益性演出對組織經營有正向影響。3、公益性的演出是清韻的經營特質。4、公益性民歌演唱可建立好的品牌形象。5、以歌唱表演募款可創造多面向的效益。6、清韻永續發展的經營策略。研究建議有：1、在組織經營策略上。(1)以公益性歌唱表演，利人又利己。(2)以校園民歌清新特質表演，符合慈善機構活動需求。(3)以校園民歌容易獲得社會人士共鳴。2、在組織定位策略上。(1)公益性演出就是好的行銷策略。(2)組織持續參與社福機構活動，可延續服務意願的動力。(3)多元的人力結構，提升組織經營競爭力。(4)組織正式立案，較能擴大影響力。關鍵字：公益性、表演團體、經營策略、SWOT、清韻合唱團、民歌。

關鍵字

公益性；表演團體；經營策略； SWOT ；清韻合唱團；民歌

並列摘要

Abstract This study aims to understand the influences of management strategies on groups performing for the commonwealth, and to sort out the management models and the characteristics of Chin-Yunn Band. The purposes of the study are as follows: (1) to concretize the mission and the management models of Chin-Yunn, (2) to adopt SWOT so as to analyze that how the management of Chin-Yunn is influenced by its internal and external environment, (3) to identify the characteristics of Chin-Yunn with which to further develop the management models for the band for everlasting development, and (4) to provide the results of this study about management strategies to other artistic groups that plan to be involved in performing long-term for the commonwealth. The data are gathered through in-depth interviewing the Chin-Yunn band members, the non-profit organizations for which Chin-Yunn performs, and the persons in charge of providing the spaces for performance. Adopting qualitative case study methodology and exploring and analyzing the traits of the band’s teamwork, this study focuses on the characteristics of the management of Chin-Yunn, hoping to sort out management models suitable for the band. This study found that (1) Chin-Yunn owns a clear and precise mission; (2) Per-forming for the commonwealth cultivate positive influences on the management of organizations; (3)Performing for the commonwealth is one of the management traits of Chin-Yunn;(4) Combining the commonwealth and folk songs leads to positive brand image; (5) Fundraising by singing creates multiple effects, and (6) Forging management strategies sustains everlasting development for Chin-Yunn. Suggestions: 1) the management strategies for organizations: (1)1 Singing for the commonwealth is mutually beneficial to the performers and the common good,; (2) The positive trait of Taiwan campus folk songs meets the needs of charitable organizations; c) Taiwan campus folk songs arouse echo from the public. 2) Strategies for organizational service orientation: (1) Doing for the commonwealth is an effective marketing strategy; (2) Continuously attending activities of social welfare organizations enhances the motivation of service; (3) diverse man power structure increases the competiveness of organizations, and (4) being officially registered increases the influences of organizations. Key words：commonwealth；performance groups；management strategies；SWOT； Chin-Yunn Band；folk songs