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  • 學位論文

地方性表演團體客群在地經營策略之研究--以大開劇團為例

Management Strategy Study on Customers development of Local performance group-a case study of Big Open Troupe.

指導教授 : 何康國
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摘要


自西元1980年以來,全球化議題受到廣泛的討論,當各地表演團隊都被放到世界大舞臺檢視時,具地方文化特色之表演遂成為最好的鑑別力,進而延伸出「全球在地化」一詞,意指全球化要以「在地文化」為思考與行動脈絡。本研究結合社區總體營造與社群理論、行銷與決策論點為基礎,以台中大開劇團做為主要研究對象。 大開劇團成立於西元1998年,成立之初以「社區劇場」為主軸,強調在地連結;後因九二一大地震,開始與政府政策配合,開啟社區戲劇教學與校園巡演的經營方針,爾後考量劇團營運發展,遂以「一團兩劇」之經營模式,輔以戲劇教學,舉凡幼稚園、國小、大專院校等皆有其教學蹤跡,無形中提升劇團的知名度,也在中部的文化市場具有一定的地位。 本研究旨在探討深耕地方的大開劇團如何進行在地客群管理及其現行行銷模式,透過經營者與政府訪談輔以觀眾問卷調查,了解大開作品與在地行銷策略是否對觀眾產生回流效應;透過質量並重的方式,得到以下結果:大開劇團的經營方式受到大環境與政策之影響,而觀眾來源在多年的耕耘下,目前以「校園」為主,「社區」為輔,多樣化的行銷方式,觀眾接受度高,同時以其多方經營的方式有助於行銷宣傳與知名度提升;在創作上,戲劇作品的取向深入民眾生活,具貼切感,除了積極耕耘在地外,也努力與國際接軌,是個相當認真並努力經營的劇團。

並列摘要


Globalization has been discussed widely since 1980, and when every local group was viewed on a world stage, the best distinguishability was performance with local features, from which “glocalization” came. Glocalization meant that globalization must be based on the thoughts and actions of local cultures. The study was aimed at Taichung “Big Open Troupe” and based on the combination of community development and community theory, marketing, and strategic decisions. Big Open Troupe, established in 1998, was set as a “community theatre” at the beginning emphasizing local link, but after 921 Earthquake, their operation principles were enlarged with community play teaching and circuit performance in campuses to match the government’s policy. And the operation model of “one troupe with two plays” assisted with play teaching was fixed later on—they have taught in kindergartens, elementary schools, colleges and universities, which increased their fames imperceptibly and occupied a certain part in culture markets in central Taiwan. The study was aimed to analyze the way Big Open Troupe managed their local clients and their marketing through interviews with the troupe owner and officials assisted with audiences’ questionnaires to analyze if their works and marketing strategies affected audiences’ return rate. And after weighted the quality and quantity, its results were: the operation model of Big Open Troupe affected by the general environment and policies was focused on campus, community secondarily. Their divers marketing strategies not only were accepted highly but increased their propaganda and fame as well. Besides, their works were deep into the public with familiar subjects. They were a sincere and hard-working troupe: to be a glocalization troupe actively.

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被引用紀錄


曾美華(2012)。表演藝術在節慶活動中之定位探討—以「2012臺中媽祖國際觀光文化節」政府舉辦表演活動為例〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-1610201315302650

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