作為非營利組織的桃園縣新移民劇團的經營行銷與困境

論文摘要：桃園縣政府於2005年率先成立的新移民學習中心，提供新移民及其子女各種學習課程，並推展多元文化交流活動，更首創全台灣第一個由新移民所組成的劇團。本文以桃園縣新移民劇團為研究對象，採取質性研究，進行半結構式的訪談，瞭解作為非營利組織的新移民劇團，如何執行官方的多元文化主義政策，在編導與表現創作的發展歷程，並從釐清組織劇團的功能，探討劇團經營行銷的狀況與面臨的困境，同時提供劇團未來永續經營的契機。根據研究發現，獲得結論如下：在執行從上而下的多元文化概念時，劇團面臨了來自團體或個人的各種因素之影響。從劇團的理念出發，我們可以將劇團看成是執行官方多元文化主義的團體，但在這過程中，我們也看到團員們擁有自己不同於多元文化或與多元文化無關的個人參與演出的動機及想法。編劇與導演在執行呈現多元文化時也面對來自團員們的國家本位主義之挑戰。團員的招募也是個大問題，由於沒有制度化的召募管道，而造成沒有固定的團員班底來形成特定的組別。最後，從觀眾的反應中得知，人們對於多元文化的理解是很多元的。就官方的角度來看，其達到了多元文化主義乃呈現東南亞國家文化，並由新移民來演出之目的。但本文更為重視的是執行或實現多元文化主義過程中的各種角力、矛盾與衝突。

關鍵字

新移民；非營利組織；劇團；多元文化主義

並列摘要

The New Immigrant Learning Center was first established in 2005 by Taoyuan County Government. It is to provide new immigrants and their children a variety of learning courses, and to promote multi-cultural exchange activities. The center also pioneered the first unprofitable troupe composed of new immigrants as members in 2007 . The thesis is to investigate the process of the creation of choreographer and performance of this non-profit organization and how it implements the official policy of multiculturalism., By using qualitative research and semi-structured interviews the thesis will discuss . the status of marketing and the financial difficulties of the troupe . It is hoped to provide the troupe a sustainable and long lasting future operation. In conclusion, the thesis argues that by implementing the official multiculturalism, the troupe faces several influences of collective as well as individual factors. From the function of the organization, we can see the New Immigrant Troupe is a tool to carry out the official multiculturalism. But in the process of implementation, we also discover that the members of the troupe possess their own personal motivations and ideas which may differ from or not related to multiculturalism. In presenting multiculturalism, both the playwright and director face the challenges of nationalism of the members. The recruitment of members also problematical, for there is no institutionalized recruiting channel, it is, therefore, difficult if not impossible to form a more stable organization. Finally, from the responses of audience, we know that people possess their own understandings of multiculturalism which is quite different from the official one. From the official view of point, its multiculturalism is achieved through the presentation of Southeast Asian cultures by Southeast Asian migrants. However, what is more important in this thesis is to manifest various contradictions and conflicts in implementing or achieving the multiculturalism among the participants of the troupe.