政府文創產業補助與輔導政策績效評估之研究─以表演藝術為例

A Study on the Performance Assessment of the Government Cultural and Creative Industry Subsidies and Counseling Policy –An Example of Performing Arts

莊三修(San - Hsiu Chuang)

指導教授 ： 黃錦堂

國立臺灣大學/社會科學院/政治學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00481

摘要

本研究係以表演藝術為例，以重要度－表現度分析(Important-Performance Analysis, IPA)為績效評估方法，探討政府文創產業補助與輔導政策之績效。在先進國家中，文化創意產業的發展與推動是帶領國家經濟前進的重要方向。台灣由於所處位置、政治、經濟、歷史背景等因素，擁有非常豐富精緻且多元的文化，並長期累積相當的文化能量，有利我國發展文化創意產業。
西元2010年文化創意法通過，政府對文化創意產業積極補助輔導，公部門資源對文創產業的挹注有一定的程序和規範，然對大多數業者而言實屬杯水車薪，甚至存在資源分配不均爭議。本研究擬找出一套模式以了解政府文化創意產業政策之業者期望度與實際滿意度，進而提出更有效率的運用政府資源的方法。
本研究資料取自文化創意產業表演藝術團隊負責人或高級管理幹部之期望重要度與實際滿意度，藉衡量表演藝術藝文團隊感受之K等量表對文化創意產業經營的需求面(重要度，Importance)與該表演藝術藝文團隊目前實際經營表現度(滿意度，Satisfaction)，並配合基本資料問題20題，透過企業界常用之IPA(重要度/表現度分析)量化方法，對現有文化創意產業表演藝術藝文團隊進行績效評估，檢視文化創意產業目前不足之經營要素，對文化創意產業補助與輔導政策績效評估與滿意度提升之關係進行探討，並依研究數據對文創產業補助輔導政策提出結論：一、政府應提供藝文活動合適演出場地；二、表演藝術藝文團隊財源問題嚴峻；三、輔導表演藝術藝文團隊行銷並開拓市場；四、輔導表演藝術藝文團隊、人員、工作環境及薪資的穩定。並提出一、簡化補助輔導流程，協助開拓財源；二、提倡產業化的品牌建立及行銷觀念，推向國際舞台；三、鼓勵創新加入時尚元素；四、使用者付費，文化產值化；五、尊重藝文團體意見，資源更有效利用之建議改善方針。

關鍵字

文化創意產業 ； 表演藝術 ； 補助與輔導 ； 績效 ； 重要度/滿意度分析(IPA)

並列摘要

In the present study, we aim to employ an important-performance analysis(IPA) to evaluate the performance of the cultural and creative industry subsidies and counseling policy on the performing arts. In the advanced countries, the development and promotion of cultural and creative industries is an crucial direction to the economic growth and development. Due to the location, political, economic and historical background, Taiwan has a very abundant and diverse culture along with the accumulation of considerable cultural power. It is beneficial to the development of cultural and creative industries.

As the cultural and creative law was passed in 2010, the government has given its subsidies and promotion to the cultural and creative industries. However, it seems to be a drop in the bucket for most of the cultural and creative industries, even with the disputation in the presence of the uneven distribution of resources. The present study intends to identify a set of modes to uncover the degree of the importance/satisfaction of the managers on the cultural and creative industrial policy and then propose a more efficient use of government resources.

The questionnaires of the expectations importance and real satisfaction on the managers of the performing arts teams are compiled. By measuring the K scale (importance) and the actual operating performance degree (Satisfaction) Alpha with 20 items of the basic information of the performing arts teams, we evaluate the performance of the existing performing arts teams and investigate the operating elements of them. Furthermore, we explore the relationship between the performance evaluation of the subsidies and counseling policy and satisfaction enhancement.

According to our quantitative study, we find that (1)The government might provide arts activities suitable venues. (2)There are serious financial problems for the performing arts teams. (3)The government could provide the consulting with marketing and exploring new markets and help them with keeping staffs, working environment and salary stable. Furthermore, the government could simplify subsidies and counseling process and help to develop their resources, promote the brand building and the concept of marketing into the international arena, encourage innovation and elements of fashion adding, explore the concept of the user-pay and the culture-output-value-oriented and value the views of the literary groups.

並列關鍵字

Cultural and Creative Industries ； Performing Arts ； Grants ； Counseling ； Performance ； Importance/Satisfaction Analysis (IPA)

參考文獻

李力昌、林淑卿，2006，〈動物園遊客對教育行銷策略認知之IPA分析─以台北市立動物園為例〉，《休閒暨觀光產業研究》，一卷一期，頁55-64。

林岩，2010，《「農村再生條例草案」與「農村改建條例草案」之比較研究》，國立台灣大學社會科學院政治學系碩士論文。

洪彰鴻、蘇榮基與何添生，2005，〈國立勤益技術學院全校運動會服務品質之探討〉，《勤益學報》，23卷1期，頁89-96。

鄧肖琳、張明穎，2009，〈服務品質屬性、績效、重要性與顧客滿意度-以台灣地區銀行為例〉，《中華管理學報》，10卷4期，頁91-111。

賴建都與連瓊芬，2005，〈文化創意產業品牌形象之設計與應用研究〉，《廣告學研究》，24期，頁57-88。